Century 21 wanted to be seen as digitally native and socially brilliant—and they were willing to commit as much as $300 to make it happen. No problem.

With the finale of the biggest TV show in a decade approaching, we saw an opportunity to hack the system. For the price of a single professional photograph, we created a Craigslist ad offering up the White home for sale. The listing featured a working phone number and deep-cut references only fans would know, and it was timed to land just as Breaking Bad Fever hit its peak. It was the ultimate Easter egg, and fans—along with media outlets from around the world, including Ad Age, GQ, and Salon—couldn’t get enough, helping it earn 80 million impressions in the first 48 hours.

One Show Gold and Silver
Andy Awards Gold
Clio Awards Bronze
LIA Bronze
Cannes Lions Shortlist
MITX Best Use of Social
Creativity Review Ad of the Day
Creativity Online #7 “Best Things of 2013