Denver International Airport
Conspiracy theory or cover-up? How Karsh Hagan made the hassle and disruption of the Great Hall renovation a positive and enjoyable experience for passengers.
THE CHALLENGE.
How do we make the hassle and disruption of the Great Hall renovation a positive and enjoyable experience for passengers?
This isn’t your typical airport experience. We set out to create construction signage that engages, informs, and piques the interest of those who walk by. Leaning into the crazy conspiracy theories surrounding DEN, we created a whole new personality through the DEN Files.
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When we didn’t spend a penny on paid media but generated 704,739,069 impressions, valued at over $8 million. Plus, our talking gargoyle reached over 67 million people for a publicity value of over $1.9 million and was covered in 700+ new stories.
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"The Most Clever Ad Campaign of the Year”
Travel + Leisure
The DEN Files immediately caught traction, even being dubbed “the Most Clever Ad Campaign of the Year.”
- 200 articles
- 704,739,069+ impressions
- $0 spent, $8 million earned
