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Special Project

Special Project
From the 16th Annual Shorty Awards

Gordon Ramsay’s Food Stars Dollar Bill AR stunt

Finalist in Contest or Promotion


For Season 1 of Gordon Ramsay's Food Stars, our objective was to craft a creative marketing campaign using AR to showcase Gordon Ramsay's transition from chef to investor. We aimed to create a unique and immersive experience that emphasized the financial aspect of the show. By leveraging AR, we provided the audience with an engaging opportunity to scan real dollar bills for a chance to win money and check out exclusive content.  This approach distinguished our campaign from traditional promotions, forging a stronger connection between the audience and Gordon Ramsay's evolving career, ultimately making it an impactful success.

Strategy and Execution

Inspired by Gordon Ramsay's $250,000 investments in the show, we brought his investment to life through an immersive AR experience. By scanning real dollar bills, viewers unlocked exclusive content, including personalized messages from Gordon, an exclusive trailer, and a chance to win real cash. The key challenge was to promote this unique stunt and make sure people knew about it across the US. We tackled this challenge by deploying a multifaceted promotion strategy, including on-air, social media, and digital out-of-home ads, along with custom promotional materials at Gordon Ramsay's restaurants. Additionally, street teams distributed custom $250,000 bills with QR codes in five key markets, directly engaging potential viewers. What makes this project truly exceptional is the innovative use of AR and tangible currency, offering a personalized and memorable experience. It captivates viewers, builds anticipation, and sets the stage for Season 1 of Gordon Ramsay's Food Stars.


The results of our innovative campaign for Gordon Ramsay's Food Stars exceeded our team's objectives. With over 47 million impressions and an average playtime of 1 minute and 30 seconds, our campaign effectively reached and engaged a vast audience. What makes our efforts truly successful is the transformation in the audience's interaction with Gordon Ramsay; the AR Filter allowed viewers to experience him in a new way. He's not only a chef, but also an investor.


Video for Gordon Ramsay’s Food Stars Dollar Bill AR stunt

Entrant Company / Organization Name

FOX Entertainment