A construction nightmare turned viral dream come true.
Denver International Airport (DEN) has long been known for its crazy conspiracy theories. We decided it was time to embrace them. The Great Hall renovation project would inevitably cause a disruption to a passenger’s typical airport experience. So why not turn an inconvenience into an opportunity? The way we saw it, these big construction walls weren’t just walls; they were canvases primed to hide…I mean host… conspiracy theories.
Learn the truth at www.DENFiles.com and follow along with #DENFiles on Twitter and Instagram.
Art Direction, Design,
Out of Home, Social, PR
– The Denver Fifty 2019: Judge’s Choice
– District ADDY Award: Silver
Andrea Shaver – Art Director
Zack Shockley – Copywriter
Without spending a cent on paid media, The DEN Files has generated 704,739,069 impressions and counting, valued at over $8 million. To date, there have been nearly 200 local, national and international publications covering the campaign, including:
Travel + Leisure
And countless others.
Meanwhile, Twitter and Instagram continue to pour in more posts with praise like:
“Huge high-five to the marketing team who came up with this concept for trying to keep a stressful atmosphere funny!”
“If this doesn’t capture what Denver is all about, I don’t know what does.”
“This is what marketing is all about: embracing what makes your brand unique and getting people talking.”
“This is exactly the kind of strange and interesting thing more brand should be doing with advertising.”
And my personal favorite: “Whoever is creating these posters deserves a pay raise!”