It was a massive success for the Payless chain that led to millions of impressions—nearly all of them earned. It provided the best media hit for Payless since the struggling company emerged as a “rare bankruptcy survivor” several months earlier. It was also Adweek’s most popular story of 2018.
Today, however, the agency behind the year’s top viral stunt has yet to receive the money owed for its work.
Last fall, Payless took over a former Armani store in Santa Monica, Calif.,