We purchased the .com names of Melbourne’s top 10 Creative directors, and then held their pages hostage.

We anonymously mailed physical ransom notes showing their specific URL. On arrival to their sites, they got our message via a digital ransom note demanding a meeting or else ‘the site would get it’.After receiving invitations for meetings the stunt then continued offline. Armed with a camera, our folio and hidden by balaclavas, we stormed agencies across Melbourne meeting our potential employers. The footage was compiled into a story video, and then uploaded to gain additional exposure outside of the original targeted audience.

We initiated relationships with 8 out of the 10 Creative Directors and also landed a full time position at a leading digital agency.The video served as a secondary communication to promote our campaign and folio website with the following results:Case study video reached over 55,000 YouTube views in its first 3 days.Video also featured on YouTube’s homepage.Global coverage on industry blogs and websites.Featured article in Australia’s leading newspaper.

Over 1m Twitter impressions.Folio website visits up 8,000%.Over $15,000 in earned media.