This is a neat little project for JMSW Group done by Syntax Ltd. Syntax was approached to put together a VIP invite campaign for JMSW Group’s latest night spot, The Rabbit Hole. With a very small budget, and no identity in place, the goal was to create a minimal and symbolic “street viral” campaign. The plan was to inject a symbol into the downtown nightlife with hopes of having said symbol generate a word of mouth interest in the soon to be open night spot. Be sure to hit the jump for more photos and you can read more about the project here.