Teddy meets Penny. To turn Penny’s perceived weaknesses into endearing comedy, we created a social media campaign featuring comedian Teddy Teclebrhan as his alter ego "Antoine Burtz.” Across ten episodes, Antoine applied to work at PENNY, ran the store with other trainees, and made the brand's quirks into absurdly funny entertainment. The content ran exclusively on PENNY and Teddy's owned channels with minimal paid support. The campaign hit 13.28 million reach, landed #1 on YouTube Trends, and achieved 95% positive sentiment with just a fraction of typical campaign budgets.