Campaign details
Brand: SonicAgency: Mindshare PhilippinesRegion: APAC
Strategy
Objective
UIP, Paramount Pictures holding company in the Philippines, wanted a nationwide campaign that would heighten awareness and drive box office sales for Sonic the Hedgehog – the 2020 action-adventure comedy based on the beloved Sega video game franchise.
Sonic, however, faced a jarring image problem. When Paramount released the movie trailer in 2019, the company faced a tsunami of negative buzz: Sonic fans all over the world were outraged with the CGI version of the famous speedy hedgehog – he was distressingly creepy. Paramount took fans'...