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Allstate Social Savvy Burglar

People love using social media to tell the world where they are and what they’re doing. Unfortunately, in the wrong hands, this information can be dangerous. In fact, 78% of burglars use social media to find their next target. Sports fans are among the worst oversharers, so we used one of the biggest nights in college football to teach them a lesson. While a real oversharing couple attended the Allstate Sugar Bowl in New Orleans, Mayhem appeared in their home and started selling everything they own. The real time event integrated a series of TV commercials, a synchronized stream of social content and an e-commerce site. People were able to buy everything from a $200 Chevy electric car to the cotton swabs out of the bathroom. By the end, Mayhem had sold nearly 300 household items at rock bottom prices. My writer, Mark Wegwerth and I were the Creative Directors overseeing this project, as well as the rest of the Allstate account.

Project Roles
Creative Director
Leo Burnett Chicago
Creative Direction
Commercials - Broadcast, Commercials - Video, Social Media Content
Project Industries