The campaign reached audiences via mail and online, where we set up a microsite to collect the guesses and display a video of the can being cut open, dumped out, and the blade counting festivities.
Since 1999 when Sussner Design Co. was just a guy in his basement, a single diet coke can has been used as the used x-acto blade receptacle. Fourteen years and one full can later we invited people to guess how many blades were in the can. The top 14 closest guessers were mailed a sharply designed t-shirt and the closest guesser was given the grand prize of a $293.30 to Jax Café. That’s 14 half-racks of Jax bbq ribs, one for each year Sussner had been in business.
It has continued to be engaging to talk with winners and those who failed to make the cut about their off the cuff guesses or highly thought through mathematical approaches to this contest. By inviting our clients and fellow design-nerds to celebrate with us in this way, we created a fun campaign that speaks to our appreciation for hands on design and hand made partnerships.
