AVATAR: The Last Airbender
Clio Winner: Best Integrated Campaign
Avatar is one of the most beloved animated series of all time. And we were tasked with crafting an inclusive marketing campaign for Netflix’s live action adaptation.
The campaign had to honor the spirit of the original franchise, while welcoming in new viewers to this rich (but complicated) world.
The Campaign
This is one my favorite campaigns of all time. We wanted to demonstrate that we understood the core appeal of the original animated series, while having fun with the franchise and welcoming a new audience.
Centering on the idea of Bringing the Magic of this world to life, we found many fun and original opportunities to infuse the spirit of this show into our Clio-winning integrated campaign. Including:
20+ pieces of original artwork.
A special commercial staring Serena Williams, which aired during the NBA All-Star Game.
One of Netflix’s first take-over of the Las Vegas Sphere.
A fan-centric social campaign that drove over 1 Billion impressions in just one week.
An immersive choose-your-own-adventure story.
Including a hidden retro video game!
…and much, much more.
My favorite component of the Avatar campaign was the custom Serena Williams spot that we produced. Serena had recently given birth, so we knew securing her was a longshot. We carefully crafted a pitch to her and her team, and found a narrow window of time to shoot the commercial.
