Mona - Brown Thursday

Black Friday is too crass for Mona. So we created our own sales event—Brown Thursday—a day earlier and far more high-brow. The campaign invited shoppers to endure a livestream of the museum’s famed poo machine (Cloaca). Different deals were gradually unlocked as the day’s meal snaked through Cloaca’s six-chamber digestive system. And, yes, the longer people watched, the bigger their discount. Horrifically, it became Mona Shop's biggest eCom sales day ever.