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merit

Indie Agency News Top 40 Entry

Hooters // Harvard Lampoon Print

Agency:

Firehouse

Client:

HOA Brands

Description: A brief description of the work and creative idea:

A print campaign for Hooters featured in The Harvard Lampoon; the creative idea was to turn the mirror back on Harvard, lampooning their "rich nerds" reputation.

The Brief: What was the brief? What were the challenges and objectives?:

Few brand personalities are further apart than Harvard and Hooters. The main challenge was bridging the gap between the Harvard Lampoon's highbrow, esoteric humor and Hooters' less-than-intellectual, hot-girls-in-tight-clothes reputation. The goal was not only push brand awareness for Lampoon readers, but to savvily showcase a smarter side of Hooters.

Solution + Results: How did you solve the brief? What were some of the results?:

This work allowed us to introduce the brand to a new audience - one that may not consider Hooters as an option for their sports bar experience. And did so in a way that moved the brand out of its comfort zone, and aligned with a different style of humor that made sense for the medium.

Context (optional): Are there any specific cultural/regional/local references for judges to understand?:

The Harvard Lampoon is a legendary (it's been around for 150 years) underground campus humor magazine known for it's brilliant and biting comedy.

Chief Creative Officer:

Tripp Westbrook

Group Creative Director, Copywriter:

Krista McCrimmon

Creative Director, Art Director:

Carlos Flores

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