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When RXM Creative co-founders Mihai Botarel and Raul Mandru came up with their first “culture hack” five years ago, they had no idea it would result in the birth of an agency. The pair worked together at 360i when friends asked for help hyping the launch of New York restaurant Cómodo. Botarel and Mandru decided to capitalize on a growing cultural trend—Instagram, still in its first few years of life—to “hack” their way to virality with an “Instagram menu,” convincing the eatery to include hashtags in its actual menu.
Their case-study video went viral the following day, and the campaign ultimately won a bronze Lion in the mobile category at Cannes.
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