John St: ExFEARiential

John St, Toronto want to give customers an experience that you won't forget. They call it ExFEARiential. Their aim is to scare you into remembering their brands by using fear which releases adrenaline which is directly linked to memory.

As John St creative director Chris Hirsch says in this video: "People aren't paying attention to ads anymore so our job is to make them pay attention.".