DEN Files

The Denver Airport is famous for its conspiracy theories—underground bunkers, Illuminati headquarters, lizard people living beneath it, you name it.

So when the airport construction was taking longer than expected, we put up messaging that fed into DIA’s many airport conspiracies, and lightly apologized while highlighting a few new features to look forward to.

And just like the conspiracy theories people claim we hide in plain sight, we hid our ads in plain sight too—right on the walls of the construction sites and locations where new features were to be added along with a url to visit our website to “learn the truth” about the changes that were being made.

🏆 Denver Fifty Award

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real youtube comments

People couldn’t get enough of this campaign. Some praising it for its cleverness, and others using this campaign as proof that all the conspiracies are true.

even comedian, tom segura praised it

“Normally when an airport’s under construction, they’ll say something like ‘pardon our dust’ to wink at the inconvenience, but Denver’s actually leaning into it.”