At this stage of the pandemic, not wearing your mask was simply… acting like a dick. Instead of focusing on fear or blame, the idea was to reverse the dynamic: use Pony’s irreverent humour and uncompromising tone to grab attention – while defusing resistance with a cultural wink understood by all. All that using her famous character: Mr. Lonely.
Viral engagement that sells: a bold interactive storefront drove a sellout
- Client
- Pony
- Industry
- Retail & Consumer Goods
- Category
- Experiential
- Ref
- PNY-1020
Mandate
Pony is a socially engaged artist based in Montreal whose designs are worn by fans all over the world. When launching her new mask collection at the height of the COVID-19 pandemic, Pony faced two main challenges: increased competition from other designers and overall “mask-awareness” fatigue.
So how do you sell masks to people who still aren’t wearing them properly – if they wear them at all? By literally shoving their behaviour in their faces. Together, we turned Pony’s storefront window into an interactive display with a simple message: “Don’t be a dick. Wear your mask properly.” The unexpected and playful experience sparked viral engagement and a huge increase in foot traffic, cementing Pony’s reputation for creative audacity.
Results
+500000
impressions with $0 paid media
+70%
in-store foot traffic
1
Webby Award – Best Branded Editorial Experience
Capitalizing on a unique and colourful brand
Hacking social media tech
On November 27, 2020, amidst the holiday shopping rush, Pony’s storefront became an interactive display. Using a camera, a modified SnapCam and an AI layer to target only uncovered noses, we displayed the faces of passersby on-screen. If they weren’t wearing their mask properly, a cheerful yellow penis, Mr. Lonely, appeared on their exposed nose. There was no fearmongering, just an immediate, harmless visual shock that prompted smiles and reflection, ultimately encouraging people to wear their masks and enter the store.
Driving viral engagement with content
Rather than investing in paid media, the stunt was shared across Pony’s social networks and documented in a making-of video, reaction footage and teasers. This organic social approach fostered natural virality, amplified by the brand’s distinct personality, which led to more than 500,000 impressions.
Our role on the project
Strategy & Business
- Project Management
- UX Strategy
Technology
- Extended Reality Solutions
- Front-end development
- Lens Studio
- Blender
Design
- Digital Branding
- Motion Design
- Quick Prototyping and Concept Accelerator
- UI Design
