Foolish Inventions
(By People with Serious Intentions)
CLIENT
History Television
OBJECTIVE
Drive awareness, interest and viewers to History Television’s new show The Re-Inventors
SOLUTION
Develop entertaining news content surrounding Canadian invention by renting a tugboat in Toronto Harbour to test the Edlund “personal full-body life preserver/suitcase” flotation device (circa 1920) that was invented to save ocean travelers from nautical disasters (inspired by the sinking of the Titanic)
RETURN
200 media outlets carried news of the show, generating 36 million media impressions and the most successful launch for an original program on the network