seehunter
CHRIS HUNTER INTEGRATED CREATIVE DIRECTOR
Every morning the bakers at Einstein Bros. pull more than bagels out of their ovens. They pull off a major surprise. Because in our carb conscious world, bagels aren't supposed to be this wholesome.
Warm, oven-baked goodness that's actually good for you? Holey Moly. That's news.
And that's the essence of the campaign I presented that won the business of one of America's best up-and-coming restaurant chains.
Rather than apologize for the bagel, we helped celebrate the many tasty innovative things the folks at Einstein Bros. do with them. We treated the bagel as a sacrosanct origin product that inspired all kinds of surprising things.
We even built bagels into the design of the tagline itself
which in turn inspired our entire aesthetic.
HOLEY MOLY!
RADIO — when writing the campaign to launch their new low calorie Breakfast Bagel Thins, I positioned them as better for you than greasy/sugary breakfast options — and better tasting than diet breakfast options. We coined new word for it: thindulgent.
WINNER London International Awards
SPONSORS OF HOLEY MOLY EVERYWHERE — optical illusions using transit cling technology on
the sides of landmark buildings were recommended to create buzz and deliver the hole-some message.
We baked what we called their sacred "origin product" into all the brand's graphics.
US MAGAZINE PAGE TAKEOVER — we hijacked fast food banner ads.
