Cannes Lions

Mardi Gras Billboard Troll

ALABAMA TOURISM DEPARTMENT, Montgomery / ALABAMA TOURISM DEPARTMENT / 2020

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

Most people don’t realize Mobile, Alabama is home to America’s Original Mardi Gras. Of course our friends in New Orleans throw a swell Carnival too that attracts 1MM+ annual revelers and worldwide fame, leaving Mobile’s Mardi Gras in a considerable shadow.

Strategy

With a small budget, our strategy was to amplify the rivalry between New Orleans and Mobile in the claim for America's Original Mardi Gras and generate national exposure.

Execution

Ten billboards were placed on the major highways leading to New Orleans right before the start of festival. As carnival travelers got closer to New Orleans, the billboards showed them the growing distance from America's original Mardi Gras in Mobile, AL.

Outcome

The Associated Press story was picked up by over 350 media outlets throughout North America reaching over 126MM people. Our measured cross-platform social media reach was over 143MM. Even the mayors of Mobile and New Orleans got into a playful social media showdown.

Similar Campaigns

11 items

WestJet-X

OLIVER, New york

WestJet-X

2023, WESTJET

(opens in a new tab)