Metromix "Black Wednesday"

Metromix asked us to give their brand a unique perspective on "Black Wednesday," also known as the night before Thanksgiving, in which tons of people return to their home towns, gather together and drink just enough to forget they're back in their home towns.  We created a campaign with a ton of ideas that let their audience feel involved--wild postings in highly targeted night life areas, street teams in pilgrim t-shirts, clever handouts with perforated taxi cab directories, and horse and carriage combinations carrying out the message.