A BADASS CURRICULUM FOR MODERN DAY (GENTLEMAN) SPIES
Digital Content Campaign
A SNACKABLE LESSON PLAN THAT COULD TURN ANY FAN INTO A SECRET SPY.
Our digital campaign evolved casual fans into bespoke gentleman spies through practical lessons in becoming a Kingsman, proving that whether disarming enemies at a dinner party or mixing deadly cocktails, "Manners Maketh Man."
Kingsman: The Secret Service surprised audiences with its wit, humor, and insanely violent (but still stylish) scenes. Our Home Entertainment campaign was challenged with bringing the same excitement and freshness to the digital release:
- 1) Remind new and old audiences alike of the over-the-top fun and originality of the spy thriller
- 2) Highlight the film’s unique tone and sophisticated brutality.
With lessons on becoming a Kingsman — plus an in-depth, BTS look into one of the most violent (and beloved) scenes — we taught audiences everywhere how to destroy any enemy and look damn good doing it.
Client Fox Home Entertainment
Project Kingsman: The Secret Service Home Entertainment Digital Campaign
What We Did
- Social Content
- Videos
- Gifs
- Infographics
- Supercut Trailer
- USB Kits for Press
THE KINGSMAN WAY
The Kingsman Way shared practical “life hacks” that blurred the lines between spy and gentleman with absurd, over-the-top lessons for would-be Kingsmen.
VIDEO LESSONS
Whether performing hand-to-hand combat, getting a close shave, or mixing a drink, video lessons revealed how a Kingsman kills with class.
TIPS FOR SUPER-SPIES
18 lessons taught Kingsman-hopefuls how to (suavely) use everyday unassuming objects in combat, without breaking the cardinal rules of fashion and etiquette.
GIFS AND GRAPHIC LESSONS
Graphic lessons included how to survive a lethal dinner party #TheKingsmanWay, which deadly decor to use in your home, and the only acceptable way to use a selfit stick (hint: as a weapon).
CHURCH SCENE BREAKDOWN
A hero asset broke down all the deadly details of Kingsman's iconic "Church Scene" with a deeper look at the weapons, moves, and kill shots that made brawling in a church the holiest of endeavors.
A USB PRESS KIT FOR SUPER SPIES
Culminating the campaign, all of our “The Kingsman Way” curriculum material was loaded onto tiny USB handguns and shipped to press with the digital and Blu-Ray release of the film. Pew! Pew!
MISSION SUCCESS
From faux-educational gifs to animated how-tos, our campaign to bring “The Kingsman Way” to life across social and digital helped train a new generation of spies — all while driving buzz and interest for the film.
