Client: Seamless Web
Role: Freelance ACD / Copywriter
Agency: LBi

Winner, Creativity International Awards: Best Guerilla Campaign

To introduce the Seamless Web’s fast and efficient food delivery to NYC, we channeled the blunt voice of a hungry New Yorker: (Less Paper) More Eat.
(Less Wrong) More Eat. (Less Wait) More Eat.

We debuted the adaptable tagline on transit posters and banners, and launched a Menu Amnesty program to reward New Yorkers for recycling useless paper menus. Then we unleashed the Giant Pastrami Sandwich, created by artist Kevin O'Callahan and unveiled at the Brooklyn Flea.

In just three weeks, the campaign directly generated 152,000 new orders, over 10,000 new customers, a whopping $9.2MM in revenue, and the top four ordering days ever for Seamless.

Creative Director: Pete Johnson
Art Director: Richard Bloom