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Mofo - Find Air Mofo
Project type
Product Launch
Role
Marketing Strategy, Brand Development, Product Launch, Integrated Comms Campaign, Creative Direction, Copywriting, Art Direction
To raise awareness of the Mofo festival among travel-minded Mainlanders, we launched an airline - Air Mofo. We chartered a 747, filled it with weird stuff and then gave away all 150 seats, to one person. 100,000 people entered, 2 million minutes were spent on the Mofo website, and the festival was a sellout. Earned a lazy $20million in earned media, too.
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