The Ask: Make it okay to admit Reddit is your favorite app.
The Insight: Everyone uses Reddit, but people are too embarrassed to call themselves a “Redditor” for fear of being perceived socially as a loser.
The Idea: We’ve all asked Reddit something we’d never say out loud. And, without fail, someone answered it 12 years ago (and within 22 seconds of posting). That’s the magic of Reddit. Massive yet niche. Weird but relatable. A place where curiosity runs wild, anonymity sets you free, and someone out there always gets it. So hold your head up high, and remember not all heroes wear capes. Some wear fedoras.
It’s Oddly Specific. Universally Reddit.
OOH
EXPERIENTIAL
The Hat Signal
Reddit logo beamed into the sky of cities across the U.S. creating mystery and excitement.
Playing into the inquisitive nature of Redditors, they flock to Reddit and social media to unearth clues to a “secret event.”
THE EVENT
Live Ask Me Anything Panel
Featuring celebrities, professionals, and internet personalities who frequently interact with Reddit threads.
Community Tournaments
Reddit Hall of Fame
MERCH
And Remember…
It’s Ok to Admit You’re a Redditor!
Art Direction: Josie Lázničková Strategy & Copywriting: Kenna Lloyd