break free from 2020
PLANET FITNESS
The PF brand is all about irreverent humor. But we had a tricky line to walk for New Year’s Eve 2021, as presenting sponsor of Dick Clark Productions Times Square broadcast. What was the right tone coming out of 2020? We created an epic, empathetic tv spot and won the night with a “2020” version of the Carlton, delivering stellar single night results:
1MM impressions
+67% BRAND AWARENESS
+6% TXT TO JOINS
TOP 20 TWITTER
NYE tv / OLV
in-program segment
We also co-directed an in-broadcast live performance of Alfonso Ribeiro doing what he does best, The Carlton. Mentions flooded Twitter, making it a Top 20 topic, with viewers claiming it saved the broadcast and was their favorite part of the night.
CONTENT CREATION
On air, on social, and in Times Square, the Barkley team designed and created over 90+ original pieces of content, everything from party hats to AR filters to Times Square digital OOH boards.
2020 MARKET WARMING
DECEMBER tv/OLV + Comedy central partnership
To prime the pump for our big NYE moment, we wrote, boarded, presented to the CEO, shot, edited and shipped this spot in 11 days:
COMEDY CENTRAL PARTNERSHIP
Pre-NYE, we teamed up with Comedy Central comedians, Rosebud Baker and Andy Haynes, in a video series portraying the duo in the middle of an awkward breakup--with their couch, earning 8.5 million views.
GCD: Andrew DiPeri
CDs: Jeremy Gilberto / Jordan Breindel
Producers: Chris Webb / Shawn Wallace