Give Dad Nothing CENTURY 21, 2016

Every year, dads say the same thing: “Don’t get me anything for Father’s Day.” CENTURY 21, however, can sell absolutely anything. Even nothing at all.

This Father’s Day, CENTURY 21 made it possible to give Dad exactly what he’s always wanted: Nothing. Well, a free piece of land in the remote desert of Nothing, Arizona. How? We created a digital experience complete with a microsite, teaser video, live weather report and interactive plot map so visitors could give their dada custom certificate for a real plot of land in Nothing, Arizona.

During the two-week activation, almost 10,000 plots were claimed and we generated over 204 million earned media impressions.