Everyday is a holiday now, according to the internet. We were tasked with creating something to celebrate National Cheese Day (June 4th) by the VELVEETA client, something that only VELVEETA could do that would speak to die hard fans. We had 2 weeks.

So, we decided to give these fans a place to stake their claim on Liquid Gold, creating the world's first branded Micro Nation: The Republic of Liquid Gold.

The Republic was founded by Shelly (of the VELVEETA Gold Rush campaign)'s great great grandson, Sheldon, who wants to keep his ancestor's dream alive of creating a world built around Liquid Gold.

Fans were invited to stake their claim and get their deed to the land on the microsite for our micro nation.
 

Thousands of claims were made and shared by VELVEETA fans on National Cheese Day.

In 2016 the site will be revamped to act as a hub for the Gold Rush campaign and a place for citizens of the Republic to participate in challenges and games.

Role: CW
AD: Stephanie Del Rosal
VP CD: Peter Knierim
ACD: Brian Fouhy
Agency: CP+B