Our client, Natural Light, approached us with the challenge of turning a basic summer internship into a national news story – with minimal spend. We crafted a clever and brand-specific narrative around being “Natty-Qualified” (maybe you don’t have the most *prestigious* resume, but at least you might have the most fun one) and brought it to life via a short, comedic call-to-action film featuring the brand’s actual manager. The result was widespread national coverage, with over 200 hits, 500M impressions and a Sabre award to boot – all with a budget under $10,000.00.
Next year, we brought back oursummer intern program, albeit with a timely twist built on two relevant insights: A) a lot of college students had lost their internships due to the COVID-19 crisis, and B) a lot of internships are gilded anyway; you work for a great company but all you get to do is make copies and push papers. So, this year, not only would the Natty Intern get to work from home, but they would be responsible for creating Natty’s next innovation flavor! We asked candidates to send us their flavor ideas instead of a resume – best one wins the job.