Oscar Mayer - "The Bacon Scented Shoelace Drop (Board)" by PHNX Awards 2022
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| Title | The Bacon Scented Shoelace Drop (Board) |
| Agency | VML |
| Campaign | The Bacon Scented Shoelace Drop |
| Advertiser | Kraft |
| Brand | Oscar Mayer |
| Date of First Broadcast/Publication | 2021 / 3 |
| Business Sector | Food |
| Story | For the first time in 17 years, Nike re-released their Air Max 90 Bacons; a sneakerhead holy grail, and they did it on the biggest sneaker holiday of the year, Air Max Day. The public learned of the re-release just three weeks before the drop. But as America’s #1 bacon, Oscar Mayer couldn’t let Nike steal the bacon spotlight. So, with little time to act, the brand got something sizzling, creating the world’s first bacon-scented shoelaces that were literally cold smoked with actual Oscar Mayer bacon. Oscar Mayer dropped the laces on Air Max Day alongside the 90 Bacons. To nab a pair all you had to do was tweet with #OscarCookMyKicks. With one fresh from the skillet shoelace drop, Oscar Mayer delighted sneakerheads, made 90 Bacons smell authentic and hijacked the cultural conversation, generating over 643MM earned impressions. |
| Media Type | Case Study |
| Global Chief Creative Officer | Debbi Vandeven |
| Chief Creative Officer | John Godsey |
| Executive Creative Director | Aaron Evanson |
| Managing Director, Client Engagement | Kathryn Horsley |
| Group Director, Client Engagement | Jonathan King |
| Manager, Client Engagement | Dee Dee Morrow |
| Group Creative Director | Nok Sangdee |
| Group Creative Director | Jeff Beck |
| Associate Art Director | Abigail Chieppa |
| Managing Director, Strategy & Insights | Brian Stout |