#MayhemSale
Allstate
Issue 34 | March 2015
Agency
Leo Burnett Chicago
Creative Team
Chief Creative Officer: Susan Credle Executive Creative Director: Charley Wickman Creative Director: Britt Nolan, Mikal Pittman Interactive Creative Director: Nuno Ferreira ACD/Copywriter: Brandan Jenkins ACD/Art Director: John Regan Copywriter: Jake Reilly, Jim Bernardin, Mark Wegwerth Art Director: Derek Heinze, Chris Cole Jr. Art Director: Lauren Wetula Group Executive Producer: Veronica Puc Senior Producer: Stephen Clark Account Director: David Brot Account Supervisor: Audrey Huber Account Executive: Alex Coontz Participation Strategy Director: Kevin Lilly Director, Digital Strategy: Chris Bridgland Strategist: Warren Ciabattoni
Production Team
Production Company: HeLo Director: Jeff Tremaine VFX/SPX: Method Studios Editorial: Exile Editor: Conor O'neill
Other Credits
Music Company: Another Country Director of Photography: Wyatt Troll
Date
January 2015
Background
During the Allstate Sugar Bowl, Mayhem robbed the home of real-life couple Matt and Shannon Moskal and sold their belongings online at MayhemSale.com.
Idea
In the TV spots running during the game, Mayhem promoted dirt-cheap deals in QVC-fashion. He, @Mayhem, tweeted throughout the game using #MayhemSale to raise awareness of the vulnerabilities people create for themselves by oversharing in social media—just like Matt and Shannon. The hashtag was trending at no. 1 globally throughout the night as people purchased 300 items from the couple's home including the blender, weed trimmer, 60" flatscreen TV and even their car.