The client
HellYea Plots, from HellYea Inc. in Jersey City, New Jersey, sells a symbolic plot in Hell for the ex, the bad boss or the bad habit that deserves it. Every plot comes with a handmade, wax-sealed deed packet in the mail and a spot in the Infernal Ledger, and every order supports mental health through the brand’s Damn Good Deeds project, in support of To Write Love on Her Arms. The packets are hand assembled by people rebuilding their lives after mental health struggles, addiction recovery or financial hardship.
The challenge
HellYea is a joke with a serious heart. The content had to be funny and petty enough to share, sincere enough that the mental health mission never gets lost, and clear enough that people understand they can actually buy one, as a gift or for themselves.
The reels
- Skip the candy this Halloween: a deed to Hell pitched as the gag gift for someone who has everything.
- Today’s reminder to keep going: a quiet, wax-sealed message for anyone having a hard day, the heart behind the humour.
- She made a reservation: a comedy skit about opening a personalised deed, built for shares and comments.
- The Book of the Damned: a teaser that brings the brand’s dark-fantasy world to life.
The posts
Static posts balance selling with personality: a clear gift ad (“You can actually buy someone a plot in Hell”), satirical memes and comics in the brand’s voice, and a respectful remembrance post that shows the brand knows when not to joke.
See it live
- Website: hellyeaplots.com
- Instagram: @hellyeaplots
- Facebook: HellYea Plots on Facebook
