MUSE Gold

2024

Dare To Scare

Entrant Company

22Squared

Category

Social Media - Retail & E-Commerce

Client's Name

Party City

Country / Region

United States

Party City, a long-standing perennial favorite for party supplies and celebrations, was in danger of losing its grip on its most profitable season, Halloween. They needed to reclaim their position as America’s go-to retailer by putting themselves (and their products) front and center during the spooky season. So they threw themselves into the spirit of Halloween to position themselves as an unexpectedly terrifying destination for all things Halloween.

Titled “Dare to Scare,” our campaign tapped into a core insight for the season: our Halloween-obsessed customers were driven by two things: 1. Bragging rights for their creativity and 2. Sharing their creativity online. We grabbed onto their social behavior and zoned in on the glee people feel when they succeed in scaring others. We filmed real-time moments of people shocking and terrifying unsuspecting friends, family, coworkers, and even their pets. Our campaign showcased some of the more outlandish (and frightening) uses for Party City products with three films: shocking unsuspecting elevator-goers in “Hellevator,” jump-scare decorations in “Scopaesthesia,” and waiting room mayhem in “Contagion.” The talent for the videos were all unsuspecting people hired to participate in “market research” and then were surprised (and delighted!) with terrifying scenes using Party City products - products that are available for purchase at Party City retail locations, or on the brand’s website. Party City didn’t just dare others to scare people, Party City dared to scare the world and showcased the breadth of their offering while they did it.

Credits

Party City SVP, Marketing & Digital
Shannon Symalla
Party City Digital Media Manager
Priyanka Ghodasara
22Squared Chief Creative Officer
Toygar Bazarkaya
22Squared Executive Creative Director
Della Mathew
22Squared Head of Production
Zamile Vilakazi
22Squared Group Business Director
Austen Tully
22Squared Strategy Director
Patrick Lorentz
22Squared Sr. Copywriter
Emma Murphy
22squared Director of Business Affairs
Danielle Ivicic
22Squared Jr. Art Director
Jeremiah Adeola
22Squared Account Supervisor
Abbye Rhodes
22Squared Creative Head of Social
Rocio Alvarado
Sr. Art Director
Ryan Bailey
Hey Wonderful
Cosmo Street
More Gold Winners
Website
2024
MUSE Advertising Awards - World Wide Stereo
Expert Design & Installation That Make Dreams Reality

Entrant Company

CQL

Category

Website - E-Commerce

Country / Region

United States

Video
2024
MUSE Advertising Awards - Grand Seiko Katana Collection

Entrant Company

Stage3 Agency

Category

Video - Lifestyle

Country / Region

United States

Mobile App
2024
MUSE Advertising Awards - TikKits

Entrant Company

Illum Cube Design Studio, San Francisco

Category

Mobile App - Shopping

Country / Region

United States

Advertising
2024
MUSE Advertising Awards - Nation Branding Campaign - Look Closer We Are Qatar

Entrant Company

NJI UK

Category

Advertising - Advertising Campaign

Country / Region

United Kingdom

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy