The Frog Initiative.

The challenge

Frog wanted a campaign that genuinely mattered to a creative audience - one that gave artists something worth competing for, and gave the brand a reason to be talked about beyond paid impressions.

The trap with brand campaigns is that they end up being about the brand. The brief here was the opposite: make it about the artists.

What we did

We designed and ran a six-month art competition with a place on a Times Square billboard as the prize. We reviewed 3,000+ pieces from 200+ applicants, drove the competition through paid ads and organic content, and used rolling shortlist reveals to keep momentum building across the whole run.

The results

The campaign reached 1.1M people across paid and organic, reviewed over 3,000 submissions and sustained engagement across a full six-month run - a long campaign that kept its energy from start to finish.

Why it worked

The prize was bigger than the brand - and that's the entire point. Artists shared it because winning meant something to them, so the brand benefited from association rather than self-promotion.

When the reward is genuinely worth chasing, your audience does the distribution for you.