FU’16 | House of Cards

Picture it: the year was 2016 and political anxiety in the US was through the roof. Netflix was launching a new season of House of Cards and we wanted to put Frank Underwood in the conversation alongside Hillary and Trump.

FU’16 was a tongue-in-cheek celebration of all the dirty things Frank Underwood had done to grow his power, while also nodding to our collective exhaustion with politics. 

During the presidential primary debates, we hijacked the event with a political ad for a mysterious candidate, revealed to be Frank Underwood. The ad was the first reveal of an extended campaign that included multiple political ads, a candidate website, a physical campaign headquarters that fans could visit, and - of course - campaign merch. 

Agency

BBH New York

Awards

Cannes Lion Grand Prix: Integrated Campaign

Ad Week: Media Plan of the Year