HERO and Australian fashion retailer DECJUBA sent social media into meltdown, with this ‘D-LUXE Puffer Plane’ amassing over 30 million views in its first week of release. Yup, we basically broke the internet.

With some good old-fashioned creativity, married with some ground-breaking CGI and a touch of AI. DECJUBA wanted to experiment with a more creative but low-cost approach to social media, to launch their new Puffer Jacket range for winter. We used CGI and AI to create the Puffer Plane, a FOOH (Fake Out Of Home) puffer-wearing Boeing 787 which we depicted rolling into a gate at Melbourne Airport.

The clip was posted to Instagram and TikTok and quickly circumnavigated the globe on social media quicker than you can say “is that for real?!” And DECJUBA had Instagram and TikTokkers from Melbourne to Milan marvelling at just how crazy convincing the stunt was. Users commented “LOL how did they get that puffer on that plane?” and “can that thing even fly?!” as they tried to work out whether it was a real stunt.

Now with over 120m views and still counting, it's fair to say The Puffer Plane took off! And proved that creativity is THE best growth tactic for boosting performance and results in social.