Data doesn't lie and what it told us was that porcupines were the latest trend. Once we had the game about them in place, we had to think about how to introduce it to the world.
There was one way, and one way only, to launch the TVCs...with the help of a real ass prickle bear (otherwise known as a porcupine).
AGENCY: Big Spaceship
GCD: Steve Street
TEAM: Step Schulz, Alyssa Fishman
And two :6s for good measure