IT HAD TO BEGIN WITH LOVE
Promoting a post-apocalyptic film during a global pandemic is quite the challenge.
But Love and Monsters isn't just about the end of the world. It boasts fun characters, delightfully slimy creatures, and an adorable dog named Boy.
To get folks activated for an apocalyptic story, the mission was simple: amplify the love in Love and Monsters.
Thanks to an extended release window, we had to make sure our campaign covered everything from the film’s initital, US-only digital release all the way to its DVD release.
This meant we needed to have an initiative for every step of Joel’s 85-mile journey – and our campaign:
- 1) Lean into the film’s heart to connect with audiences
- 2) Innovatively immerse fans into the film’s post-apocalyptic setting
- 3) Mobilize the actors’ existing fan bases in new ways
- 4) Find buzzy tactics to explore the cool (and terrifying) monsters
Client Paramount Pictures
Project Love and Monsters
What We Did
- ASPCA Partnership
- Depop Partnership
- Influencer Campaign
JUST LOVE, NO MONSTERS
In the film, our hero has the perfect antidote to an apocalyptic world stocked with monsters: his trusty canine companion, Boy. In a partnership with ASPCA, we put Boy front and center with a custom PSA to help promote animal adoption during the pandemic, driving awareness and adoptions amongst a new audience.
DEPOP BUNKER FASHION
Of course, the movie had no shortage of star power, which is why we teamed up with Gen-Z fashion app, Depop, for its first-ever film partnership. Together, we created a social-media giveaway where winners won authentic outfits from the set of the film – an opportunity too good for fans to pass up!
A WORLD-ENDING TASTING MENU
Living in the apocalypse is hard -- especially eating in it. Our final initiative teamed us up with popular cooking YouTuber, Raphael Gomes, who made an apocalypse "survival meal" to excite fans and show off what a foraged meal might look like when the world is overrun by giant bugs. Naturally, it included crickets.
50% LOVE, 50% MONSTERS... 100% SUCCESS
Love and Monsters proved that an at-home release can still generate hype and excitement with the right focus. Not only did the film successfully connect with (and grow!) its audience, it also proved to be a hit among both critics and fans alike.
- #1 Most-Rented Film on FandangoNow and Apple TV in its debut weekend
- 2.4MM Impressions
- 50.3K Engagements
- 1.2MM Video Views
- ...and a whole lot of good doggos given forever homes ♥