Joe’s Crab Shack
The market treated Joe’s like a 90s time capsule—a novelty reserved strictly for nostalgic birthday parties or beach vacations. So, we gave the brand a new look and tagline that brings Joe’s whimsical tendencies to the forefront, reframing the Crab Shack as a beachy oasis people can escape to anytime they feel the urge to cut loose and unwind on butter-laden crustaceans and colorful cocktails.
Time to coast
Experiential Pop-Up
Joe’s is more than seafood. It’s a whole coastal vibe—leaning back on a patio, shades on, cocktail in hand, as you bash your food with a hammer. So we took that energy and channeled it into popup beaches, complete with their own little crab shack, ferris wheel, and mini boardwalk with Crack-a-Crab!
To start the game, players scan a QR and connect their preferred app with a simple OAuth swipe—granting us first-party data for future follow-up.
Sidewalk gameplay draws attention, spreading the challenge organically across social media.
As the final crab is struck, the game fires off an 8-bit victory anthem, pushing a digital hand-off back to the player's smartphone.
As Smash Reels flooded social feeds, we announced winning reels at the end of the first week, then amplified FOMO through targeted countdown posts.
WIP…
Billboards
Joe’s Crab Shack
Time to coast
AD & CW: Ryan Hash