Dollar General

My partner and I were tasked with making Dollar General more appealing to a younger audience. Our insight was, that at a place like Dollar General, you get more for less, which makes it kind of weird.

So we decided that with name-brand prices for cheap, Dollar General isn’t from here. It’s from another dimension.

We created an integrated campaign with OOH, social, a fake mockumentary trailer and a stunt to bring our idea to life.