CHRIS LUMAIN - ART DIRECTOR
ART DIRECTOR
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TACO BELL BELLUMINATI

 

TACO BELL BELLUMINATI

Taco Bell has over 20 different items for just a dollar each. How could so much decadence cost just one dollar? Who's really behind this? Is it the Illuminati? Or is it...the Belluminati?

 

BROADCAST

 
 

TWITTER TEASER KITS

We gave those that preached (tweeted, in this case) about Taco Bell's value menu in the past, exclusive Belluminati kits with a blacklight and a single dollar bill that when illuminated revealed secret messages.

 
 
 

IMGUR

To further push on the connection, we created an over-the-top conspiracy theory linking Taco Bell to the one dollar bill.

 
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UNLOCKING DECADENCE THROUGH CRYPTIC PUZZLES

To emphasize that the "Dollar gets you more at Taco Bell," we created a secret web store that only those "in the know" could access. Taco Bell's followers were given three puzzles to solve to get the password to open the web store.

 
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THE FIRST UNLOCK

We posted an image on Twitter with one instruction: look closely at the ONE in the center. Fans that followed the instructions eventually discovered the password hiding somewhere in the bill.

THE SECOND UNLOCK

We posted a video of Washington take a look at the corner of the bill. Could the answer be on your own dollar bill?

THE FINAL UNLOCK

Lastly, we took to Reddit to post another video with Morse Code. It was the highest engagement Taco Bell ever had on Reddit and it almost crashed our store with the sheer number of people trying to guess the password.

 
 

THE BELLUMINATI WEB STORE ITEMS

Fans that were able to solve the puzzles were given the opportunity to buy exclusive limited-run Belluminati items. Each time store went live, it would sell out every time - in just a matter of minutes. 

 

Above: The Patch of Patch of Value, The Flame of Opulence, The Hoodie of the Crave, The Pin of Prosperity, The Hat that Bears the Mark, the Tee of Eternal Value, and The Book of All Things Secret. 

 
 

IMPACT

PRESS: AdweekAdageFox NewsBusiness InsiderHuffPostInfoWars (yep, InfoWars)

Tattoos, Youtube conspiracy theorists thinking we've "secretly" revealed something about the real Illuminati, the items popping up on eBay, and even a country singer letting us know his opinion on the matter.

 
 
 
 

with Dennis Chen (Copywriter)
For Broadcast: Beau Abbot (Copywriter), Bryan Abbot (Art Director)