Creative,
Art Direction
This idea had to be three things. Simple, silly, and within budget. Silly to match the tone of the brand. Simple so it's quick to activate. The budget part is pretty self-explanatory; Although I can tell you that it was not very big. The solution was to spruce up an existing human crane machine and make it silly using exisiting brand assets. If that wasn't enough to draw attention (it was), we also filled some of the boxes with cold hard cash. To handle dwell time and resets, we also included some mini-games that got people to hang around, while also acting as the mechanic that decided who got to use the claw machine.
