Brand Activations

Below are some Brand Activations and Branded Content Hunter Fine has worked on that have resulted in billions of earned media views and increased brand awareness.

The Personal Pan
Pizza Hut

Brief:
Solo Dining began trending, and Pizza Hut wanted to remind the world that their Personal Pan Pizza was perfect for it.

Solution:
The Personal Pan Pizza Hut. A pop-up Pizza Hut for one person at a time that serves up fresh Personal Pan Pizzas only.

Results:
News made Jimmy Fallon, Stephen Colbert and major news publications. Resulting in 2 Billion earned impressions and 934 earned media placements.

Hunter Fine, Creative Director Made at Mischief USA

Capri Sun Trick & Treat Pouches

Brief:
Remind parents that Capri Sun is a fun alternative to hand out on Halloween.

Solution:
The Trick AND Treat Pouches box. We turned a pain point of the product into something fun for Halloween, creating a box that included one Capri Sun pouch that was impossible to open to prank your friends and one normal pouch for you.

Results:
News of the brand act made the rounds all over the country, mostly as segments on local TV networks, contributing to 173 million earned media impressions.

Made at Mischief USA
Hunter Fine, Creative Director

Pizza Hut
ResZAmes

Brief:
Our brief was to get Pizza Hut talked about more by people who order pizza for their offices.

Solution:
Based on the insight that hiring managers ignore 90% of resumes, but they never ignore pizza. We created Pizza Hut resZAmes, allowing jobseekers to deliver their resume, printed on a pizza box full of fresh pizza, to their dream gig.

Results:
The idea went viral, getting over 1 Billion earned impressions, 831 earned media placements, and getting news coverage around the globe, all with a $0 media spend.

Made at Mischief USA
Hunter Fine, Creative Director

Cheerios:
Right On Tracks

Brief:
Cheerios had a campaign called “Good Goes Around” and was looking to bring it to life.

Solution:
We launched a suite of songs to help parents broach timely topics with their children. The goal being to raise a kinder generation of kids, and create a more accepting, welcoming tomorrow.

Made at 72 & Sunny NYC
Hunter Fine, Creative Director

Tubi:
The Call To Action

Brief:
Tubi is a free streaming service that makes money from advertisers only. Our brief was to increase sales by being top of mind to media buyers who would purchase ad space on our platform.

Solution:
Inform media buyers that with over 50,000 titles, Tubi’s niche content has something for everyone, even them. We created a niche film series for media buyers, starring media buyers. “The Call To Action” consisted of 3 separate, 5-minute genre films, filled with audience insights and media buyer inside knowledge. The series was treated like a cinematic launch, complete with trailers and OOH, and targeted SEO on networking sites.

Effie 2024 - Silver,  B2B Experiential Marketing 
Effie 2024 - Bronze, Brand Content & Entertainment.

Made At Mischief USA
Hunter Fine, Creative Director

Simply Spiked
Juicy Calls

Brief:
Launch Simply Spiked’s new Peach flavor into a category that already has way too many flavors.

Solution:
We gave the Peach flavor a cheeky voice through a brand Act, with celebrity spokesperson Ron Funches. He instructed people to text a peach emoji (what people use for a booty call) to order late-night Simply Spiked Peach deliveries.

Results:
The flavor launch campaign had 700MM impressions and became MolsonCoors #1 flavor launch of the year, driving record brand awareness and growing 2% market share of the flavored drink category.

Made at Mischief USA
Hunter Fine, Creative Director

2024 Effie - New Product or Service Line Extension.

RepresentUs: Gerry’s Partisan Pizza

Brief:
State sentates across the country were redrawing maps, Gerrymandering voting districts across the country and RepresentUs wanted to stop it.

Solution:
We created a pizza shop and food truck that only served pizza to people in gerrymandered districts. Gerry’s Partisan Pizza educated people how ridiculous the newly redrawn maps were, not serving (and agitating) people who lived nearby that happened to be in a completely different voting district.

Results:
The campaign had 218 million in earned reach, 350 million impressions, and prompted the justice depart government to sue Texas over the redistricting.

Made at Mischief USA
Hunter Fine, Creative Director

Outback Replacemates

Brief:
Get people to Outback Steakhouse for a new holiday called Mate Day (May 8th).

Solution:
Not everyone’s mate can join them to celebrate Mate Day. As a social first campaign, we created the “ReplaceMates” program: hiring lookalike method actors to replace friends who can’t join you on Mate Day at Outback.

Made at Mischief USA
Hunter Fine, Creative Director

Capri Sun Solstice Pouch

Brief:
Make Capri Sun top of mind during peak hot summer days.

Solution:
We made the longest Capri Sun for the longest day of the year. The Solstice Pouch measured 15 inches long and appeared on Good Morning America and became a TikTok hit.

Results:
The act has 974M Total Impressions, Capri Sun gained 26,677 during the campaign across Instagram and TikTok and The content posted from the campaign had 6,638,865 video views.

Made at Mischief USA
Hunter Fine, Creative Director

Sizzler:
We’re Still Open

Brief:
Sizzler had a problem. People forgot they were still open. So they asked us to help remind adults who ate there as children that Sizzler is a great place for family dinner.

Solution:
Bring back Jodie Sweetin, who starred in Sizzler commercials in 1987 to say that Sizzler is still open and as popular as ever, just like her.

Made At Mischief USA
Hunter Fine, Creative Director

Hay Day:
Grow Together

Brief:
Hay Day, the mobile farming game, wanted to promote a new in-game neighborhood event to players who have stopped playing the game.

Solution:
We enlisted pop star and Hay Day player, Lance Bass to be the host of a neighborhood educational program, “Grow Together” to let people know about the event.

Made At Mischief USA
Hunter Fine, Creative Director

eos Lotion Lock

Brief:
eos Vanilla Cashmere was trending on TikTok and eos wanted to have some fun with it.

Solution:
We discovered men on TikTok had adopted eos Vanilla Cashmere body lotion as their own. which was making the women of TikTok angry. We developed a product feature to help women protect their body lotion from men, the eos Lotion Lock.

Effie 2025, Bronze, Engaged Community - Products.




Made at Mischief USA
Hunter Fine, Creative Director

Delta & Coke: The Tray Art Project

Brief:
Coca-Cola and Delta wanted to add a little happiness on flights.

Solution:
We chose the place both brands meet up: on the tray table, and created the Tray Art Project. We worked with 12 talented artists to create, paint, build, or design art on tray tables, each one inspired by a different destination that Delta flies. The event made national news coverage and we had a reception of the original art at ATL airport.

Made at Wieden + Kennedy 
Hunter Fine, creative

Peet’s Selfish Gift

Brief:
Peet’s Coffee wanted to remind people to buy coffee over the holidays.

Solution:
We created a campaign to tell people to be selfish this holiday season, and buy coffee for your host, which is really for you.
Online, people could buy “The Selfish Gift” boxes for the holidays that featured one bag of coffee beans for you and one to use as a gift for someone else.

Made at Mischief USA
Hunter Fine, Creative Director

CAPRI SUN KID-NOISE CANCELLING JUICE DRINK

Brief:
Capri Sun wanted to remind parents that Capri Sun can be used as a juice drink anytime, not just hot days or after sporting events.

Solution:
We came up with the insight, the 50 seconds that your kids are drinking Capri Sun means 50 seconds of silence for you. Based on that insight, we packaged and sold Capri Sun as innovative wireless technology that cancels out sounds of loud children.