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
We crafted a multi-layered digital experience that blurred reality and fiction. Our strategy included:
We crafted a multi-layered digital experience that blurred reality and fiction. Our strategy included:
Developing parallel websites representing both human and alien perspectives.
Developing 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.
Establishing an immersive universe that extended the film's themes of segregation and xenophobia.
Establishing an immersive universe that extended the film's themes of segregation and xenophobia.
Implementing guerrilla marketing tactics that blurred the lines between marketing and reality.
Implementing 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.
