The famous mad divorceé

of the Upper West Side

It was marvelous working on the Emmy campaign for The Marvelous Mrs. Maisel!

This extensive campaign spanned almost every medium, from magazine takeovers to OOH stunts to insider events to podcast spots to promotional gatefolds. Some standouts from the campaign included our mock covers of popular magazines, including Cosmopolitan, Woman’s Day, Good Housekeeping, Redbook and New York Magazine, which blended a 1950s aesthetic with a modern voice. We found headline inspiration in quotes from the series, proving that, while Midge may live in a different era, she has a lot to say about the issues we face today.

In addition to their 8 Emmy Awards (mazel tov!) the campaign also won two 2018 Clio Awards — one for The Marvelous Mrs. Maisel Magazine Cover Takeover Campaign (Gold Winner) and one for The Marvelous Mrs. Maisel Overall Emmy Campaign (Silver Winner).

This Emmy Magazine Gatefold kicked off the campaign, highlighting The Marvelous Mrs. Maisel’s previous award wins and critical reception.

This is where the cornerstone of the entire campaign was conceived — in an effort to move away from the overused “For your consideration,” we asked Emmy voters instead to “Consider it marvelous,” setting the series apart from the crowd and positioning it to make a significant impact this awards season.

One of the most unique elements of the campaign was an OOH stunt featuring fan favorite Susie Myerson, Midge’s personal manager and comedy mentor.

We designed a letter and a business card ‘from the desk of Susie Myerson,’ both of which could be seen on billboards across Los Angeles. The campaign includes Susie’s phone number — an actual working number — that would connect fans to a real comedian from a women’s improv group in L.A. to chat about Susie’s management company.