The Department of Homeland Security came to us and asked for a campaign that will work in New York, LA, New Orleans, and Des Moines. Which, if you don’t guess, all have exceptionally different threats. We landed on an execution that uses the metaphor of having your world turn upside down to create work that speaks to all of them.

The best part of this campaign (to me, at least) is that right after the spot launched, all these conspiracy theory message boards started talking about it. They were analyzing things like “Did you count how many oranges there are? That corresponds to the year of the pig!” Which is funny because I randomly chose how many oranges I wanted in that bowl. It was awesome.