"Epic Bracket"

Bent was challenged with creating an ‘interactive online game that would run over six weeks’ – an ‘Epic Bracket’, filled with fictional characters promoting the Ruffles brand and tied to the ‘March Madness’ college basketball competition. Timeliness and roll out was critical. To complement tight turnarounds necessitated by direct audience feedback, Director Solomon Burbridge employed a 2D approach that also reflected the need for compelling characters and the ‘off the wall’ visual style sought by agency creative. Each week Ruffles fans voted for which Epic Bracket character should win the fictional bout. Real-time results for the winner were given to Bent two days prior to the next “Bracket’s” delivery of each one minute animation spot. Within two weeks of release the campaign had received over two million views.