Adweek annually runs the “March Adness” bracket challenge in which different brands are voted on by fans to pick the bracket winner.

Aviation Gin had won several years in a row. In 2021 Sour Patch Kids gave Aviation Gin a run for their money upsetting the defending champion.

I created memes to engage with the brands that ultimately led to Adweek using one as their cover photo on Twitter, as well as the same meme being published in an article on Adweek.com written by the Senior Brand Director of Aviation Gin, Adrian Molina.

I went on to create several more memes during the rest of the March Adness challenge that garnered just over 700,000 organic impressions.