see the sublemonal
Creative Direction, Art Direction, Design, Video Direction
If you’re reading this, congrats…you are now an initiate of The Lemon Order (L.M.N.O.), a cryptic citrus syndicate dedicated to the unfiltered power of the lemon. With lemon consumption down in Denver, Colorado, it was up to us to boost sales by revealing the truth: the L.M.N.O. is behind everything. The infamous tunnels beneath the Denver International Airport? Us. The color of school buses, rubber ducks, no. 2 pencils? Yup, that’s us, too. We hit the streets. We infiltrated a Rockies game. We took over restaurants across the Denver metro, featuring citrus in specialty menu items.
But really…we’ve been here the whole time. Welcome to enlightenment.
2026 MN ADFED BEST OF CAMPAIGN WINNER
integrated local campaign
guerrilla marketing
organic & paid social
out of home
premium giveaways
web
operation initiation
Denver is no stranger to conspiracy theories, so the Lemon Order was right at home on the streets of the city. Our yellow-clad ambassadors roamed neighborhoods from LoDo to RiNo, recruiting new initiates by giving out t-shirts, bandanas, handbooks, stickers, and more. Meanwhile, the all-seeing eyes of the High Citronels surveilled from billboards, interactive kiosks, and posters.
social media infiltration
“Who are these citrus cryptids?” one user asked…and they weren’t alone in their curiosity. Organic posts, reels, and geo-targeted dark ads rendered the L.M.N.O. utterly inescapable. The Order’s Instagram account gained over 2,100 followers during the course of the campaign, ultimately garnering 1.4 million social engagements. Three local foodie influencers—high-ranking members of the Order—produced a total of 6 videos, earning 90,000+ views in a short period. Posts ranged from confusing to absurd (with a generous squeeze of humor), stoking intrigue and hooking our unsuspecting audience on the mischief and mystery.
keep your eyes peeled
What do the Colorado Rockies and Coors Field have in common with the Lemon Order? That’s confidential. But we can tell you that we’ve received multiple reports of ritualistic citric behaviors near and inside the stadium.
Our L.M.N.O. Pupils donned tin-foil baseball helmets and all-yellow ’fits to watch the Rockies take on the Padres—intriguing fans, confusing broadcast announcers, and basking in the limelight lemonlight on the jumbotron.
accolades
BEST OF CAMPAIGN, 2026
AdFed Minnesota’s The Show Awards
GOLD PINS (ADDYS)
Art Direction, Campaign
Integrated Branded Content Campaign
Integrated Consumer Campaign
Guerrilla Marketing
Consumer Website
SILVER PINS (ADDYS)
Social Media Campaign
Out-of-Home Campaign
Out-of-Home Animated Boards
BRONZE PINS (ADDYS)
Poster Campaign
Copywriting
Specialty Advertising Campaign
collaborators
Catherine Retica & Lexi McCann
Copywriters
Kurtis Benson
Animation & Editing
Samantha Franco
Associate Social Media Director