The challenge:
Our client’s movie was scheduled for a global release in theaters worldwide when the Corona virus hit.

(A quick aside: Patient zero has gotta be wondering if that bat soup was worth it, right?)

The insight:
The appetite for positive news was huge, but the supply of positive news was non-existent.

If I see another Covid map, bar chart or pie chart, so help me I’m gonna throw something at the TV.

The idea:
Package the movie launch as “Planet Earth’s First Ever Worldwide Family Movie Night”.

We hacked the newsfeed by creating the kind of good news story the world was craving.

The execution:
We built a coalition of like-minded, family-focused influencers to help us get the word out.

Partners included Buddy Valastro (aka Cake Boss), LikeNastia, The Irwins, The LaBrant Fam, Natasha Bedingfield and Jonas Myrin. Our campaign included all the usual suspects – TV, OOH, radio, digital, and social, and rolled out in over 100 countries.

The result:
The campaign achieved over a billion media impressions.

The buzz was insane.
Awareness? Check.
Engagement? Check.
Theme tune song stuck in head? Check.