From the outside looking in, ParaNorman seemed like any other CG animated flick: purely for kids.
We designed a campaign that celebrated the deeper sentiment of the film, that #WeirdWins, while also featuring the handcrafted animation that makes LAIKA so special. It was a story that would resonate across ages.
The campaign rollout began with a teaser trailer and website, followed up with social content that went behind-the-scenes to the making of the film, and finished with a social campaign that celebrated “weirdos” from all walks of life—including some from within LAIKA studios.
The #WeirdWins hashtag organically trended on Twitter and garnered 35,000 new followers in one week with no paid media.
Webbys People's Voice Winner: Media & Entertainment Category
Webbys Honoree: Websites: Movie & Film
Webbys Honoree: Wesbites: Best Navigation/Structure
Webbys Honoree: Websites: Best Visual Design - Asthetic
Webbys Honoree: Mobile: Integrated Mobile Experience
One Show Interactive Gold for Integrated Branding Campaign – 360
One Show Interactive Gold for Websites, Consumer Goods