After Kanye West released the song, “No Church in the Wild”, #SunglassesAndAdvil came to mean a night of hard partying and dealing with the massive hangover that results. Advil wanted to fuel this trend but not ruin it with brand advertising. Solution : Using a limited budget and zero paid media we created and designed an icon that would peak late-night-party-goers' interests. Commissioned Montreal based street artist (and Kanye fan) Tava to execute the pop-up icon during Nuit Blanche in Toronto.
Icons were placed all over the city in areas known for after hours clubs and bars, brunch spots, art shows and even on t-shirts given to Toronto's most respected DJs. People started collecting them by taking a pic of the pop-up art and sharing online thus perpetuating and fueling #Advil&Sunglasess online