Phase One
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Phase One ☝️
Murals featuring an Oscar Mayer hot dog appear in NY, Chicago, and LA.
Unadorned hot dogs graced city streets for two weeks.
Phase Two
✌️
Phase Two ✌️
Artists topped the murals in the style of their city.
Murals took weeks to complete, building intrigue and sparking conversation.
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Recognition
2022 Obie Award Winner
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Results
The success of the campaign was supported by a brand attribution study. The data showed that
the campaign reinforced Oscar Mayer’s ownership of their category by 7% (3% industry average lift),
and consumer recall of their mural campaign exceeded the industry average at 37% (vs. 33%).
🙋🏻♀️
My role
Creative Lead. Initial concept through production.
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Team
CCO: Julia Neumann
GCD: Jeph Burton and Hunter Hampton
Creative Lead: Amanda Younger
Senior Copywriter: Jordan Dodson