Projects.
Jojo Rabbit
The project
Jojo Rabbit impresses at the Australian box office, aided by SBM’s promotional material.
The puzzle
Jojo Rabbit was an upcoming film from visionary director Taika Waititi, produced by Twentieth Century Fox under the ownership of Disney. SBM’s Design team was given the task of promoting the film through a visual advertising campaign, taking the existing material and repurposing it for an Australian audience. A powerful call to action was vital, along with strong, eye-catching imagery. This would be the first project the Design team was given after Disney acquired Fox, which came with an entirely new set of strict brand guidelines.
The solution
Over two decades of working with Disney meant that the SBM Design team was able to easily adapt to the new regulations, despite the shift to a Twentieth Century Fox property. Communication with the client was vital to ensure a strong and healthy brand representation. The Jojo Rabbit campaign included web banners, posters, animated digital panels, tickets and press ads, along with an extensive social media campaign. The film’s quirky nature and abundance of characters made a vibrant colour palette essential, to make the character images ‘pop’ for potential audiences.
The results
Jojo Rabbit proved to be a refreshingly off-kilter film for audiences, still garnering an impressive box office gross despite the fact that 2019 was filled with massive, saga-ending blockbusters. Promotional material created by SBM was distributed far and wide across Australia, for both print and digital, enticing viewers to check out this innovative new piece of cinema. The result was a critical and commercial success for Jojo Rabbit and Twentieth Century Fox, along with several award nominations and other accolades.
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