nGen Smackdown
Jax Mac, the Jacksonville Chapter of the American Advertising Federation, is known for some spectacular parties. Perhaps the largest of these is a beach party known as Splashdown. The party has a large number of attendees from the advertising and marketing firms in town, as well as their clients. Add a bunch of booze and food to the equation and you have Splashdown.
Approach
Because we were still relatively young as a company, we decided to make use of the event to get some local recognition. We figured, at the very least, we could get people to know our name even if it was just for the cops writing up the report. And if things really went our way we could get some work from some edgy companies willing to take a chance on the new kids.
Our concept was mistaking the “Splashdown” name of the party for “Smackdown” and treating it like a wrestling event. Along with building some industry buzz by not shaving for over a month, we created an extraordinary luchadore (masked Mexican wrestler) that crushes evil doers with gears and sprockets. The illustration was inspired by Mexican influences and the “Mucha Lucha” cartoon. We attended the event dressed as wrestlers and gave free Smackdown shirts to party goers (dressed in beach attire) who struck an awesome wrestling pose. Mission accomplished.
