In an effort to attract new business, ADRENALINA decided it was time to break away from outdated approaches (PowerPoint presentations via email, anyone?) and take a more guerrilla-style approach to promoting its own brand. The idea? Create buzz by encouraging potential clients to “cheat” on their existing agencies.

The campaign included a viral video, a tabloid-style website inspired by sensationalist British newspapers, and a printed newspaper that was hand-delivered to marketing departments across New York City. To increase visibility, actors dressed as old-school newsboys distributed the paper in the lobbies of office buildings where key prospects worked.

The website, www.cheatonyouragency.com, told the story of a disillusioned client stuck in a stale relationship with their agency—until they found excitement and creativity in the arms of hot shop ADRENALINA.