STIR UP SOME FAKE NEWS IN NYC
Before Robert De Niro could walk through Jonathan’s door we needed to build a world where New York could conceivably become so incensed, they’d take the bait. So we took to the streets of Manhattan, and confronted real New Yorkers with the latest news of Bolton’s Big-Apple-beating bagels. Sure enough, they weren’t impressed.
ROBERT DE NIRO COMES TO BOLTON
We created a world where real New Yorkers were so apoplectic with the idea that Warburtons – a bakery in an unknown town of England called Bolton – could have baked the best bagel, that they would send someone to take care of the limey upstarts. Of course that ‘someone’ just happens to be the most famous New Yorker of all.
THE BAGEL BOSS TAKES OVER
To extend this world-building beyond TV, De Niro – AKA the new Bagel Boss – took over all Warburtons social media activity and his goons ruled his doughy empire from Twitter.
This is live now, so head over to the Warburton’s social pages to check it out.
OOH
PUBLIC REACTION
