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The Melania Billboard

The Melania billboard was one of the world’s most viral pieces of advertising in 2017 and made rounds in all major global media. Spawning articles in the New York Times, Guardian and Washington Post, the billboard also won the attention of CNN, CBS and BBC. The billboard was also featured on the Late Late Night Show with James Corden and the Daily Show with Trevor Noah. Even Conan O’Brien tweeted about it while the White House declined to comment. The billboard sparked more than 4 billion impressions online which roughly translates to over $400 million in earned media. All this from a single billboard in Croatia. Our client, the English language school “American Institute”, sold out all their classes for the season and became the most famous English school in Eastern Europe.

Project Roles
Copywriter, Creative Director, Strategist
Skills
Art Direction, Conceptual, Copywriting, Creative Strategy
Media
Advertising, Billboards, Viral Films
The Melania Billboard