“Under the umbrella of Onion Labs, a dedicated team of satirists, pop culture writers and award-winning advertising creatives is now creating Onion-eqsue content for brands. Particularly ones that want to get in front of millennials. Cue the #blessed hashtag.”
KIND has become the latest brand to tap into crowdsourcing for creative ideas, with the better-for-you snacking leader choosing its next bar flavor in a nationwide “Raise the Bar” contest aided by celebrity chef Daphne Oz.
“We’ve taken some chances lately with our advertising — and it’s paid off,” Palmer says. “During the Super Bowl, for example, we had a creative, fun and edgy ad that received a lot of positive feedback. Partnering with Onion Labs is another example of how Sprint is taking chances and moving in new directions in our business and in our advertising/marketing.”
“We wanted to have some fun with the fact that Paul switched to Sprint from Verizon,” says Roger Sole, Sprint’s chief marketing officer. “We worked with Onion Labs to develop a series that takes a fun approach to Paul switching carriers and documents the extreme—albeit fictional—fan club that has formed around Paul.”
To bring the series to life, GoDaddy has for the first time collaborated with the media brand's in-house agency on a campaign. As a result the videos were produced by the Onion Labs team.
Good news for fans of GoDaddy’s Easter Egg-filled Super Bowl ad: The company has launched an entire campaign around the ad’s star, “The Internet.”