San Francisco agency DDB's LaunchPad program is a highly competitive 10 week intern program. DDB posted an opportunity for interns to apply via an automated phone interview where candidates were asked colorful, informal, unexpected questions. Identifying an opportunity to stand out from the thousands of fumbling interns after the phone interview, it was time to act.
Presenting Project DDBurner:
Goal: Execute an untraditional campaign to grab the Creative Director's attention by demonstrating creative value and tenacity.
Tactic: Building on the phone screening concept, I designed a prepaid “burner” phone and packaging to provoke the desired experience: phone calls with the DDB team.
Result: Within one week I engaged with multiple DDB employees on the DDBurner phone, including the Creative Director from across the country.
Package design contained a provoking experience with a call to action for the Creative Director to contact me. Designed to tell a story as the user flips page by page to ultimately reveal a prepaid disposable phone: DDBurner. I used my resume as crumpled up packaging material at the bottom.
Preprogrammed inside the phone were picture messages documenting the creative process (seen below), an audio file to the Creative Director and a branded background image.
Posting an illustration that parodied DDB's posted call to action for intern applicants, Project DDBurner went social.
