Insight
Real fans know that every NBA series concludes with the same joke: “1, 2, 3, Cancun!" It means season’s over, time for vacation.
Idea
Let’s promote flights to Cancun in front of NBA arenas during the NBA playoffs.
Execution
We started at the most watched series in the NBA, Dallas vs LA, and took out a 100ft billboard directly across from LA’s arena. As the billboard took off in culture and became a meme itself, we added fuel to the fire by promoting flights to even more games.
