Case Study: How DDB New Zealand used knitwear to promote Fargo Season 2 on NEON
Case Study: The internet was buzzing with noise about the new season of Fargo. But DDB New Zealand’s client wasn’t featuring in any of it. As New Zealand’s leading online streaming service, NEON needed to capture the imagination of the local online community and earn an authentic place in the conversation.
So DDB created Fargo Woollens. A not-so-cute collection of jumpers, mittens and beanies which were available online in exchange for a NEON subscription. Like the show, the range was delightfully wholesome at first glance, darkly twisted upon closer inspection.
To reach this niche audience DDB invited the biggest players in New Zealand’s pop culture, fashion and music industries to our fashion launch and live shoot. DDB then sent them their very own piece of the gruesome knitwear, which they shared with their fan bases.
Fans loved it. The range sold out and Fargo, Season 2 premiered to NEON’s largest audience to date.
4 Comments
Case Study: How DDB PR a fringe idea during Axis judging.
it is laughable that they are PR-ing this at a time when their global head is apparently deciding that awards don’t matter any more.
Apparently Justin and co missed the memo?
the yearly battle between Colenso and DDB around the Axis awards.
DDB never said awards don’t matter. In fact they said they see a valuable role for fewer, quality shows. They did say the current merry-go-round of 20+ award shows per year is stupid, and that proper work for clients (not scam and not ‘prototypes’) should be entered. Sounds pretty sensible to me. I work at DDB and know for a fact this was a real brief, from a real client, who paid properly for the work.