Sleepy Jones

Courtesy of Sleepy Jones.

Marketing guru Andy Spade is encouraging travelers to look up this summer with a clever new campaign for Sleepy Jones. Partnering with filmmaker Van Neistat, the project takes the form of an epic cross-country scavenger hunt that starts in Montauk and ends in Joshua Tree National Park. Starting this Saturday, the duo will set off on the road—releasing nine gift-laden weather balloons along the way. Hopeful spotters are encouraged to follow along by following Sleepy Jones on Instagram or by logging into Miranda July’s Somebody App.