Arlene's Big Leap
Aviation Gin has developed a reputation for creating smart, satirical, zeitgeist-bending work. Leap Day 2020 was yet another opportunity to showcase their particular view on the world. While many brands took the opportunity to share “Happy Leap Day” messages, 160over90, Maximum Effort, WME Client Ryan Reynolds and Aviation Gin took a very different tack.
“Arlene's Big Leap” focused on Arlene Menko, a woman with an unfortunate birthday – February 29th, 1936. While most people wait 21 years for their 21st birthday, Arlene’s birthday only came around once every four – so when she finally turned “21”, Aviation Gin made sure that her first “legal” drink was a great one.
From inception to implementation, 160/90 had nine days to pull it off – with no media spend. But, given the power of the idea and Ryan’s social channels, the spot was an instant smash, garnering over half a billion media impressions in its first five days of release, featured on everything from People, Entertainment Weekly, Mashable, Fast Company, Ad Age and Adweek.
- Total of $5 million in media value generated, with over 500,000 people reached
- 84% of engagement & reach came from earned media, with zero paid support
- Named Ad of the Day by
Ad Age and Adweek