Phi Tau wanted to come up with a recruitment theme and social strategy that would stand out from the rest. Typically fraternities just choose a popular brand and swap its name for theirs on that brands merchandise.

So we flipped the cliche on its head, branding Phi Tau as an evil mega-corporation that produces a variety of products from cigarettes to action figures, all under the Phi Tau umbrella.

We created apparel, promotional material, and a short film to market the concept, resulting in a successful recruitment week and tens of thousands of social media impressions.