Despite having a name that's pretty easy to pronounce, MailChimp claims that the e-mail marketing platform has a history of people mispronouncing it (a claim that stems from an audio ad that ran in 2014 before the hit podcast "Serial" in which someone mispronounces the brand as "MailKimp").The company's oddball name is now the basis of an elaborate marketing campaign that the brand recently launched in partnership with Droga5. Over the past few months, MailChimp has been creating all sorts products, events and videos that play off of its name but don't directly reference the brand in any significant way. For example, the brand recently created three eccentric short films called "JailBlimp," "MailShrimp" and "KaleLimp" that screened in select theaters in cities including New York, Los Angeles, Chicago, San Francisco and Atlanta. It also created a line of chips called "FailChips" and an anti-aging beauty treatment called "SnailPrimp." One of the largest activations that MailChimp created for the campaign was a song called "Hymn" by Dev Hynes (aka Blood Orange) and Bryndon Cook. The collaboration between the two artists, dubbed "VeilHymn," features an interactive music video that fans can check out at a dedicated website. The song's release received media coverage in publications including Rolling Stone and Pitchfork.While the eclectic activations spanned categories including food, film, fashion and beauty, the one thing that tied them all together was that they all directed people to MailChimp's website. When people typed in things like "MailShrimp" or "FailChips" into Google, the search engine would ask if they meant "MailChimp."To commemorate the many activations that have made up "Did You Mean MailChimp?" over the past few months, the brand has released a short video that details why it created a "massive search campaign featuring nine mysterious projects" for its first major marketing effort. "We used mispronunciation as a creative device to inspire all kinds of different executions, knowing that people would be curious about what they were seeing and search for more information," said Mark DiCristina, senior director of brand marketing at MailChimp, in a statement. “We have a history of not taking ourselves too seriously and having fun with our name, and this felt like a perfect way to introduce ourselves to potential new customers in a big and creative way.” CreditsCreative Chairman: David DrogaChief Creative Officer: Ted RoyerExecutive Creative Director: Neil HeymannGroup Creative Director: Don ShelfordSenior Copywriter: Julie MathenySenior Art Director: Matt RogersCopywriter: Ryan SnyderArt Director: Katie WillisDesign Director: Devin CrodaSenior Designer: Nate MooreExperience Design Director: Daniel PerlinJunior Experience Designer: James GarveyChief Creation Officer: Sally-Ann DaleDirector of Interactive Production: Niklas LindstromAssociate Director of Interactive Production: Justin DurazzoExecutive Producer, Experiential: Bo DjogoSenior Producer, Interactive: Leo SeeleyProducers, Interactive: Grace Wang, Morgan MendelIntegrated Producer: Riely CloughDirector of Art Production: Cliff LewisExecutive Producer, Art: Julia MenassaProducer, Art: Nichole Katsikas, Frannie SchultzCo-Directors of Film Production: Jesse Brihn, Bryan LitmanSenior Producer, Film: Anders HedbergAssociate Producer, Film: Isabella LebovitzMusic Supervisors: Ryan Barkan, Mike LadmanSenior Editor: Matt BadgerAudio Mixer: Jesse PetersonSr. Integrated Production Business Managers: Denise Klapp, Tom VendittelliDirector of Print Services: Rob LugoSenior Producer, Print: Alyssa DolmanRetouching Studio Manager: Michelle LeedyGraphics Studio Manager: Virginia VargasQuality Control Manager: Lisa BishaiQuality Control: Susanne JohanssonRetouching Coordinator: Michael MocklerRetouchers: Pete Gibson, John Ciambriello, Mike Vorassi, Shari Alexander, Natasha Kaser, John ClendenenChief Strategy Officer: Jonny BauerCo-Head of Strategy: Colm MurphyStrategy Director: Katie CoaneSenior Strategist: Justin PakStrategist: Midori McSwainSenior Communications Strategist: Elsa StahuraSenior Communications Strategist: Taylor HinesData Strategy Director: Lily Ng, Bethany BengtsonData Strategist: Kaveri GautamChief Operating Officer: Susie NamExecutive Group Director: Julian CheeversGroup Account Director: Matt AhumadaAccount Director: Pat RowleyAccount Supervisor: Josh FreelandAssociate Account Manager: Camille Cheeks-LomaxGlobal Head of PR: Marianne StefanowiczPR Manager: Danny HernandezPR Coordinator: Ahrim NamHead of Project Management: Katia BillingsProject Managers: Leslie AlexanderCounsel: Sarah FoxAssociate Counsel: Zach WernerMedia Agency: PHDStrategy Director: Ji KimDirector, Marketing Sciences: Phil D'AddioAssociate Strategy Director: Alex ArcuriAssociate Director Digital Investment: Tina QuInteractive Production Company: ResnPR Agency: RSquaredPR Consultant: Alison VoetschMood FilmsProduction Company: Riff Raff Films & The Directors BureauDirector: The Sacred EggDOP: Ben Todd1st Assistant Director: Eric KaskensProducer: Jane TredgetProduction Design: Petr KuncProduction Service: Unit+SofaEditorial: Big ChopEditor: Sam BouldMovie Poster Photography: JUCOArtist Representation: Billy Diesel @ Art & MotionPost Production: MPCVFX Supervisor: Alex LovejoyProducer: Louise UnwinMusic: Bimbi by Joy Boy.Additional Arrangement by Found Objects(JailBlimp)Plantasia by Mort Garson (KaleLimp)Ricall (MailShrimp)Sound: FactoryMixer: Jon ClarkeInteractive Production Company: ResnVeilHymn (Song + Video)Artists: Devonte Hynes, Bryndon CookRecord Company: Domino RecordsMusic Video Production Company: StrangeloveDOP: Jackson HuntExecutive Producer: Melinda NugentExecutive Producer: Sara GrecoLine Producer: Laure SalgonConform/VFX: The Artery VFXColour: MPC LondonColourist: HoumamMusic Video Director: Malia JamesMusic Video Editor: Mandy BrownCover Art Photography: JUCOArtist Representation: Billy Diesel @ Art & MotionInteractive Production Company: ResnFailChipsInteractive Production Company: ResnProduct Development: MADEPhotography: Paul McGeiverSnailPrimpEvent Production Company: The Uprising CreativeInteractive Production Company: ResnWhaleSynthInteractive Production Company: ResnNailChampInteractive Production Company: ResnPromotional Photography: JUCOArtist Representation: Billy Diesel @ Art & MotionMaleCrimpInteractive Production Company: ResnPhotographer: Paul McGeiverInception MuralIllustrator: BrosmindArtist Representation: Liz Leavitt @ Levine/Leavitt