The challenge was how take a local Boston bagel brand national. Mike created a fully integrated marketing campaign for the bagel bakery that was centered on an episodic sitcom style video series. The objective was to create five distinct, passionate personalities and place them in an episodic sitcom to continuously engage the audience. The campaign launched on all social channels. The bakers were active on Twitter and Facebook arguing about which was the best bagel and cream cheese combinations. This brought the audience into the conversation as they became engaged with the various points of view.
DIRECTOR: MIKE GOLDBERG
CREATIVE DIRECTOR: MIKE GOLDBERG
WRITER: MIKE GOLDBERG
DP: PETER GORDON