To promote the premiere of Bravo’s first scripted series, Girlfriends’ Guide to Divorce, Bravo asked Omelet to develop a creative platform to build excitement and drive viewership leading up to the show’s December 2nd premiere date, while clearly communicating the show’s tone and positioning. 

Role: Producer, Experiential

What We Did

Omelet approached the challenge head-on, developing two traffic-stopping experiential activations and a one-a-kind celebrity influencer kit. Each experience resulted in a swarm of anticipation for the show that eventually landed Bravo above its projected tune-in numbers on the date of the premiere. 

Activation 01: The Younger Man Experience

To start things off, we decided to give people a taste of the show’s ‘Younger Man Experience.’ 

Patrons around Los Angeles got quite the tantalizing treat when 35 shirtless male models invaded Rodeo Drive and Santa Monica Promenade. The studs had empowering messages such as “You’re Stronger Than You Think,” “Smart is Sexy,” and “Moms are Sexy,” painted right on their chiseled chests. Lucky ladies passing by could snag any tall, dark, handsome, blonde or brunette man their heart desired for a scandalous selfie. The event lit up social media with giddy fans and hot hunks, making for a successful activation and widespread recognition for the show. 

Activation 02: The Scorned Lover's Car

We continued to build buzz with an eye-catching stunt on the streets of New York City. Girlfriends’-Guide-to-Divorce-branded tow trucks paraded three destroyed ex-lovers’ cars through the streets of NYC, creating a head-turning spectacle and literally stopping traffic and New Yorkers in their tracks. 

The cars were egged and spray-painted top to bottom with phrases like, “WE ARE OVER,” “I’M LEAVING YOU,” “LOSER” and “PLAYER.” 

The socialsphere boomed with the hashtag #GG2D as onlookers all over the city posted pictures of the revenge-ridden cars, each offering their own theories about what the exes had done. Onlookers and the social world alike were both surprised and delighted as they realized it was all a clever promotion stunt for the upcoming premiere of Girlfriend’s Guide to Divorce. 

Celebrity Influencer Kits: The Stuffed Manimal

Last but certainly not least, we delivered the "Younger Man Experience" to doorsteps of Bravo's 100+ celebrity influencers with fun sized, GG2D branded "Stuffed Manimals."

Though plush, these Manimals were far from squishy – their shirtless bods revealed chiseled muscles and irresistibly hunky physiques. Each Manimal arrived in its very own larger-than-life doll box, complete with a personal note inviting each influencer to tune in to the premiere and snap a selfie with their Manimal using the hashtag #GG2D. 

Celebrities got another swoon-worthy treat when they squeezed their Manimal, activating the doll's voice box as a pre-recorded dreamy voice purred the name of the influencer and empowering messages just for them.

Awards: two silver LA ADDYs, a Clio, and one gold for "Best Use of Guerrilla/Street Marketing" at the Ex Awards.