Expedition Impossible

Insight

In a world filled with people convinced the earth is flat, the only way to prove would be to go on an expedition.

Idea

Bet the entire company that flat earthers can't find the edge of the world, using Columbia's own product confidence as the wager.

Execution

CEO Tim Boyle published an open letter in the New York Times offering total ownership of Columbia to anyone who could find the edge of the flat earth, then the agency seeded the debate directly inside flat earth communities on Reddit and YouTube.

Notes

Open letters are a dime a dozen, but this is so fun and gave them unlimited oppurtunies to create a hilarious discourse and tie in the product all the way through.