How Mr. Glasses guerrilla marketed IT with less than $10,000

Last week saw the lead up to the new horror movie IT, which made a whopping $7.467 million at the box office this weekend. Experiential agency Mr. Glasses, which opened its Sydney office in April, was given a tight brief from the client: the campaign couldn’t explicitly feature the film’s protagonist, Pennywise the clown. The agency behind the guerrilla marketing tactics describes the brief as “challenging”. “We were asked…