Nurse Bettie is an intimate bar with a pin-up theme in Manhattan’s Lower East Side that was looking to build it's local, weeknight clientele. We developed a strategy that combined the sexy voyeurism of the pin-up theme with the rush one feels when discovering their next favorite bar.

We imagined that "Bettie" was a real woman, who left little clues throughout lower Manhattan. Rings of novelty pearls were left on chairs and fences, and transparent lipstick-style stickers were stuck on bathroom walls and dressing rooms. Each clue had the message "For a good time see Bettie, 106 Norfolk –xoxo."

SuicideGirls.com is a modern, underground interpretation of the classic pin-up. We approached photographer/model Brooklyn Suicide to shoot a set of Suicide Girl photos in the bar, subtly introducing Nurse Bettie to five million pin-up fans every month.

Creatives: Daniel Bremmer and Peter Cortez.