Canadian’s love collecting PC Optimum Points, so why is the biggest Optimum event of the year completely unknown? We decided to change that by creating a campaign that you couldn’t ignore.
We reached out to Daft Punk to license their track “Technologic” and once they approved our deck (which was a wild feeling) we rerecorded the lyrics with TA2 to be contextual to PC Optimum. Then we reached out to the brilliant minds at Gimmick Studio and then helped us to create a stylish video.
We wanted this spot to feel like an eclectic collage of styles. Photography, 3D, typography, all coming together with colour to compliment the energy of our track.
We created social posts out of some of our favourite lyrics to release ahead of time, generating hype and intrigue. We teased out a midnight drop of something they wouldn’t want to miss.
Our last piece of the campaign was to create a merch line with our new visual identity. We created croc charms, sweatsuits, t-shirts, and socks all with the lyrics from our spot. We used them as a giveaway to generate engagement on social and the result was the most shared posts in PC history and increasing our social following by 300%.
People like merch.
Here’s the full track
Honestly, it slaps.