Kingsford

Gas gills are a clear and present danger to the production of quality charcoal and backyard BBQs. At least I think the brief said something like that. Either way, gas grilling was hurting Kingsford. So in era of big tech and social media, we imagined a villainous grill built more for Silicon Valley than backyards.

X4 Platinum Site

X4 Launch Video

Video ran as digital takeovers / pre-roll. And when people clicked a Kingsford roadblock took over the screen.

Pre-Roll

We utilized a hefty pre-roll buy and created a lot of content to drive people to Kingsford's social channels.

*the hashtag was inherited.

TV Spot

Director: Rick LeMoine @ Moxie Pictures / Editor: Chan Hatcher @ No6

GRILLING ISOBARS

We had the idea to run radio that moved across the country with warm temperatures. Like a frost line for grilling, based on isobaric maps.

I wrote a few radio spots we versioned cities as the temperature warmed, urging people to prepare for unexpected grilling weather.

Matt Zipkin at OneUnion killed it with the engineering.