Drive consumers to watch Where the Crawdads Sing at the cinema, targeting a young female audience, as well as those 45+. Within that, we needed to appeal to existing fans of the book and Daisy Edgar Jones.

To create a digital-led campaign to engage two overlapping audiences in the digital release of Ghostbusters: Afterlife, older fans of the original franchise (some of whom are now parents) and a fresh family audience.

Connect with a new audience outside teen Marvel fans and promote a franchise which was in the middle of a studio move without upsetting core fans.