Daffy's : Underground Puzzle (Reveal)

Mystery solved.

Published On
Apr 22, 2010

Editor's Pick

Earlier this year, Johannes Leonardo sent New Yorkers on a hunt in a new campaign for an undisclosed client. The agency created 40 unique posters, placed in subway stations throughout lower Manhattan and Brooklyn. Each poster disclosed one piece of a puzzle, which passersby were encouraged to snap up with their mobile phones, piece together and post on Twitter to #undergroundpuzzle in order to uncover an explicit image that, if shown in its entirety, would surely have mainstream media wielding their censor bars.

The mysterious patron was just revealed on Fashion Pulse Daily to be Daffy's, for whom the agency has performed other unconventional stunts.

Credits

Date
Apr 23, 2010
Agency:
Johannes Leonardo
Executive Creative Director:
Jan Jacobs
Executive Creative Director:
Leo Premutico
Chief Creative Officer:
Jan Jacobs
Chief Creative Officer:
Leo Premutico
Art Director:
Ferdinando Verderi
Designer:
Ferdinando Verderi
Art Director:
Emmie Nostitz
Designer:
Emmie Nostitz
Agency Producer:
Matthew Mattingly
Agency Producer:
Frederique Nahmani
Photographer:
Tom Hines
Post Production:
Tom Hines
Production Design:
Jesse Kaufman
Stylist:
Anna Maria
Brand:
Daffy's
Client:
Daffy's

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Project Type