When you think of bacon, you think of a delicious guilty pleasure. But you don't think about a specific brand. Oscar Mayer wants to change that. They want their bacon to stand out in an aisle.
Bacon and breakfast go hand in hand, so Oscar Mayer and our friends over at 360i planned a whole campaign around waking up with bacon. Plug the Wake Up and Smell The Bacon device into your smart phone, download the adjoining app, and wake up to the succulent smells of bacon wafting through your room.
Accompanying the device was a broadcast spot produced here at Dirty Robber. If Oscar Mayer wanted people to "Wake Up and Smell the Bacon" we decided to show that before waking up people dream of bacon.
Our VFX team constructed a fully realized bacon dream world complete with bacon roses, space bacon, and bacon rain. Explored by the heroine, this bacon utopia acted as the perfect platform to welcome Oscar Mayer's valued customers to their new campaign.
Statistically, the spot was an unbelievable success. As well as being mentioned by Business Insider, Adweek, Mashable and a score of other news entities, the app was downloaded over 65'000 times and the video was watched nearly 5 million times. The phrase "Wake Up and Smell The Bacon" had over 450 million earned media impressions.
Oh... and it won a Cannes Silver Lion award too.