Humans Only

Humans Only

Humans Only

An award-winning campaign that turned alien propaganda into viral marketing success

An award-winning campaign that turned alien propaganda into viral marketing success

An award-winning campaign that turned alien propaganda into viral marketing success

Client

Client

Sony Pictures

Sony Pictures

Industry

Industry

Entertainment

Entertainment

Deliveries

Deliveries

Websites
Ad Banners
Social Media

Websites
Ad Banners
Social Media

My Role

My Role

Lead Designer

Lead Designer

The Ask

The Ask

Create an online campaign for District 9, Neil Blomkamp's directorial debut. Find fresh approaches to build interest in an unconventional sci-fi film from a newcomer director.

Create an online campaign for District 9, Neil Blomkamp's directorial debut. Find fresh approaches to build interest in an unconventional sci-fi film from a newcomer director.

The Solution

The Solution

  • Developed parallel websites representing both human and alien perspectives.

  • Developed parallel websites representing both human and alien perspectives.

  • We used striking propaganda-style imagery across ads, posters and downloadable content.

  • We used striking propaganda-style imagery across ads, posters and downloadable content.

  • Established an immersive universe that extended the film's themes of segregation and xenophobia.

  • Established an immersive universe that extended the film's themes of segregation and xenophobia.

  • Implemented guerrilla marketing tactics that blurred the lines between marketing and reality.

  • Implemented guerrilla marketing tactics that blurred the lines between marketing and reality.

The Outcome

The Outcome

Despite being outside mainstream sci-fi, District 9 became a worldwide success. Audiences connected with the campaign's double meanings - posters and an alien reporting hotline spread widely online. The campaign earned our team a Keyart Award from The Hollywood Reporter for best digital marketing.

District 9 was an international box office success. Audiences loved the dual meanings of our propaganda-style artwork and the websites and a functioning hotline achieved viral status. The team won a Keyart Award from The Hollywood Reporter for best digital campaign.