MI1020 Shoreditch Mystery
To promote the new yellow Nokia Lumia 1020 smart phone, Jack worked alongside 3 Monkeys Communications to spread the word about MI1020 – a clandestine culinary spy adventure where a pop-up dining experience meets immersive theatre.
A street team of four were deployed as special agents working for the Superintendence dressed in monochrome colours carrying yellow briefcases. They approached people around Shoreditch in varying mysterious ways – for example walking up to unsuspecting people, handing over the flyer and backing away slowly without saying anything or by using spy props like a newspaper with eye holes cut out to give them the postcard.
If you were selected you would be directed to a meeting point before solving clues to find ‘Mission Control’, and complete the rest of your training over an evening of food, entertainment and secret missions, created by underground food phenomenon Gingerline.
The campaign ran for a few days at the end of November 2013 and proved incredibly successful, due to the secretive and mysterious air surrounding the street teams.