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This guerrilla campaign was designed to show vulnerable communities how purchasing contraband cigarettes has a direct impact on resources and quality of life where they live.
We needed to draw attention to 3 Bar and Grill as a Valentine’s Day destination in the crowded metro DC bar scene. APPROACH Arlington has a large population of young professional singles. We took advantage of this by creating something bar patrons could actually use and would enjoy passing along to others.
“New friend facilitation devices” — specially branded cocktail napkins people could use to share their contact information, while serving as a reminder of the good time they had at 3 Bar and Grill.
The napkins were a big hit, generating lots of word of mouth, blog mentions and press for the restaurant. The napkins also were recognized by Graphis' "Top 100 in Advertising" in 2011.