Chipotle x Friday the 13th

At the 2019 Super Bowl Halftime Show, Adam Levine’s tatted torso went viral for its similarity to the illustrations on the Chipotle to-go bag — and a meme was born.

Have a sleeve (or more)? You’re “tatted like a Chipotle bag.”

So on Friday the 13th — the day known in the tattoo community for getting inked with a tons of cheap, pre-designed “flash” tattoos — we created a “flash” deal. Anyone who showed up with tattoos, real or fake, would receive a BOGO deal. Alongside the deal, we created our own flash sheet of temporary tattoos.

And the result? A tattoo-fueled social campaign, thousands of fan-generated videos, at least one real tattoo — and Chipotle’s biggest sales day in history.

Role: Creative Director | Awards: IN2 Sabre (Best Cultural Activation)