SUPERB OWL

About the Work In the weeks before the 2021 Super Bowl, the power of online communities to drive real world action was made abundantly clear as a group of Reddit underdogs took the financial world by storm. Given the scale of the story across every major news outlet, Reddit’s response needed to be as big as the moment the brand was having. By going “small” on the big game, Reddit “hacked the system” with a 5-second commercial that dominated the conversation on television’s biggest stage, celebrated the power of Reddit’s passionate communities and shifted mass perceptions.