Cannes Lions

Clean My Path

SUBLIME COMMUNICATIONS, Stamford / EUREKA / 2018

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Case Film

Overview

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Credits

Overview

Description

Create a stunt that was crazy enough to seem real and not scream branded activation. We wanted to give the public and press something interesting to shoot, report and share organically. Additionally, we wanted to leverage our culture’s obsession with celebrity culture to our advantage.

Execution

On November 9, 2017, we hired Coco to walk the streets of NYC with an assistant vacuuming her pathway with a Eureka FloorRover vacuum.

We cast 3 professional photographers as fake paparazzi to get the excitement going, but mostly to capture content for us.

We cast 6 fans to generate energy around the activation and leaked the shoot to actual paparazzi, who turned up and sold their images to various publications.

Stunned by the stunt, onlookers filmed what was unfolding before them over the two-hour event. The stunt spread organically on social media.

Outcome

Tens of millions saw the content, hundreds of thousands shared and commented. We had dozens of news stories and TV stories.

Social Media Impressions 39,694,887

Coco Video Views 33,585,285

Earned Media Impressions 599,307,368

The story was picked up on:

Bossip.com, DailyMail.com, HollywoodLife.com, IHeartNow Radio, Littlethings.com, PageSixTV.com, TheSun.com, ViceTV, Yahoo.com, TheMirror.com, World Star Hip Hop, Reddit.com

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