Angry Birds: Bring the Anger

To celebrate an epic 10 year Angry Birds birthday with the release of the latest game and merchandise, and galvanize the fan base, ad agency Droga5 tapped into the cultural spirit for a campaign to #BringtheAnger for good. Hunters Point was tapped to produce the perfect Times Square activation to feature the new custom Venting Machine while perfectly capturing a jumbotron synced with attendee videos in real time. After an attendee vented their anger, the Venting Machine analyzed their rage to generate one of dozens of different prizes. Hundreds of consumers got to vent their anger with the machine and the stage was set to capture 500M media impressions of Time Sq foot traffic. Attention surged with the attendance of influencers like WWE’s The Big Show getting in on the action and cheering fan participation. With video capture and projection to the jumbotron, UGC spiked and Angry Birds garnered millions of social and press impressions, dominating the news feed with the anniversary announcement and the campaign’s commitment to bring anger for good with a significant donation to Unicef. With the Venting Machine anchor locked in Times Sq, the campaign hooked in press and social for a major campaign pay off. D5 was announced as Agency of the decade the following week.