Yes. You read that right—a crocheted bus. To create awareness for the network premiere of its original series “Fargo,” which is based on the Academy Award-winning feature film and debuted on the network on April 15, FX wrapped a classic double-decker bus in handcrafted crochet work and sent it out through New York City streets for four days, from April 9 to 15.
The crochet wrap, created by New York-based street artist Olek, who is known for her crochet pieces and fiber art installations, was inspired by the creative that appears on posters promoting the show. Brand ambassadors accompanying the bus handed out crocheted scarves and branded packets of hot chocolate inspired by the spirit of “Fargo” and its cold-weather setting.
“We loved the idea of bringing the crochet creative from the ‘Fargo’ key art to life in a fun way. By partnering with Olek, we were able to develop mobile art and give people something unique to snap and share,” says Kenya Hardaway, vp integrated promotions at FX Networks. Agency: LeadDog Marketing Group, New York City.