When agency Hearts & Minds enlisted Pakko and his team for an epic Super Bowl project, they knew something special was in store. Leveraging his industry connections, Pakko propelled the relatively unknown E/LA Advertising into the Super Bowl spotlight. The client, Wix.com, didn’t just purchase a 30-second ad—they launched a fully integrated campaign powered by social media and experiential events throughout Super Bowl weekend, capturing America’s attention.

Pakko and his team set up a 24-hour live social media hub at Wix.com’s headquarters, delivering hundreds of creative pieces, from witty tweets to humorous microsites featuring NFL legends like Brett Favre. The campaign’s real-time engagement and innovative content earned it the top spot as the #1 Super Bowl campaign by RKG Merkle, reaching over 300 million people across all platforms.

And a memorable footnote: amidst the whirlwind of creativity, Pakko crafted deli platters shaped like Super Bowl themes, only to forget refrigerating them over the weekend. Returning to the conference room on Monday became an unforgettable experience for the team in more ways than one!

This campaign’s blend of bold ideas, humor, and agility reflects the same creative spirit that drives AIM’s work today.