Brief: The Mission: Launch Amazon Prime’s spy series, Mr. & Mrs. Smith, with a disruptive guerilla campaign to create press and social intrigue.

Solution: VERB created HiHi, a mysterious new IG secretly acting as a covert recruiting tool to lure everyday people into high-risk, high-reward missions like in the show. 

Hundreds took the bait, but just two strangers made it through the rigorous vetting process. They met inside an unmarked car to receive three missions over the course of a week: pull off an art heist at Timothy Goodman’s real art show, act as decoys at an NBA game distracting Tyra Banks, and stage an abduction at a Mark Normand comedy show.

Results: 1 BILLION+ EMM and 80+ articles  from USA Today  to Complex, The Cut, BuzzFeed, TMZ, and beyond. The show premiered at #1 but the best part? The two women who answered HiHi’s call were surprised by the star of the show, Donald Glover, at the premiere and were given gifts worthy of top secret spy.

Agency: VERB