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Special Project

Special Project
From the 6th Annual Shorty Awards


Entered in Hashtag on Twitter


DiGiorno wanted to extend their reach to new audiences and be part of the football conversation throughout the NFL season without a large media spend or sponsorship. So we took that objective, thought about where guys were getting together to really follow and participate in the NLF season, and we recommended Fantasy Football as a smart place to "play". And then we came to the insight that men LOVE to talk smack if they are in a Fantasy league. So we took to Twitter and started to help people smack talk with a vengeance. All of which lived under a magical little hashtag called #DiGiorNOYOUDIDNT.Client: Um…is there anyway the hashtag for the Smack Talk campaign could feature the brand's name in it? Agency: Under normal circumstances…no. Hashtags with brand names in them don't really get the love. However…this one time…we managed to capture a unicorn for you. And that unicorn's name is…#DiGiorNOYOUDIDNT.

Strategy and Execution

Twitter (some of our favorite football smacks): Complete search results for #DiGiorNOYOUDIDNT:


Entrant Company / Organization Name



Entry Credits