MOST INTERESTING COMMENT
The Most Interesting Man had a lifetime of legendary lines. We invited fans to write the next ones.
A social campaign. Fans submitted original lines about the Most Interesting Man through the comments, with selected lines given a chance to enter the next chapter of his commercials.
Organic Social Strategy · Social Creative Direction · Content Development · Video & Motion Execution2026
Led campaign organic social strategy, content development, & rollout. Translated larger campaign idea into social-first formats: a clear entry mechanic, recurring prompts, visible community engagement, and content that kept the invitation alive beyond launch.
10,380 comments
1,782 unique contributors
492 repeat contributors
IMPACT
The Social Idea | Populate the comment section with new Legend Lines
A Legend Line is a short, outrageous statement about something the Most Interesting Man has supposedly done. The creative task was to teach the format quickly, make submitting one feel easy, and give people a reason to come back with another.
Phase 1 | Teaser: Introduce the language & behavior before revealing the ask
The teaser video placed Legend Lines into the experience of scrolling, setting up the idea that the next MIM story could begin with something a fan writes. It created curiosity around the format before the campaign explained how to enter.
Phase 2 | Launch: Turn the idea into a clear invitation
The launch video challenged fans to prove how interesting they could be by writing a line about MIM. A companion instructions carousel made the mechanics easy to find and follow. Together, the assets handled two different jobs: the video supplied the hook; the carousel answered what to write and how to enter.
Phase 3 | Sustain: Give fans reasons to write again
Developed a continuing social approach built around new submission moments, community responses, and recognition of standout lines. Sustain videos renewed the call to enter while the brand’s activity in comments and Stories helped make participation visible.
Phase 4 | Winners: The audience’s words became part of MIM’s story
Close with the published winners announcement and the selected lines, Along with the new commercial featuring winning lines.