Townie vs Bayman

In 2012, we created a campaign for Capital Mitsubishi that focused on the rivalry between townies and baymen and promoted the Mitsubishi Outlander. The campaign included TV, digital and non-traditional marketing and was an instant hit.


For the digital component of the Townie vs Bayman campaign we created a microsite that allowed people to vote on who was the better man — the Townie or the Bayman. Every week, videos featuring the two exchanging lighthearted insults were voted on by the masses. In the end the Bayman won out.


ICE Award – Silver – Integrated Campaign


The non-traditional concept we developed for the Townie vs Bayman campaign helped promote the microsite content and encouraged viewers to vote for the Townie or the Bayman. Thankfully, there was an election on when we launched the campaign so we had Townie vs Bayman election signs made and erected them in the middle ofthe others.


ICE Award – Gold – Non-Traditional Single


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