Michael CeraVe

Insight

The internet can't help but go crazy for conspiracy theories.

Idea

Spread a month-long conspiracy theory: that CeraVe was developed by Michael Cera.

Execution

An integrated campaign leading to a big Superbowl reveal that tries to convince the world that Micheal Cera created CeraVe.

Notes

Dumb fun done well. It’s amazing how much you can endear yourself to people by choosing the right celebrity partner.