Challenge:
When Baskin-Robbins collaborated with Sony to launch Across the Spider-Verse Pt 1, they asked for a campaign that would make sense to fans, retain the pop culture spirit of the Marvel franchise and remain faithful to what both brands stood for.
Idea:
Just as the multiplicity of worlds is central to the Spider-Verse, the multiplicity of flavours is central to Baskin-Robbins. This became the lynchpin of our campaign, giving birth to our creative platform: Enter the Flavour-Verse. An invitation to fans of both brands to immerse themselves in an alternate universe – one where flavours and superheroes collide.
Execution:
Using custom 3D assets and AR technology, we built a gamified experience which placed fans inside the action, giving them the chance to save the Flavour-Verse and win epic prizes in a game of speed and skill. Access was via a custom mobile site which leveraged the movie’s glitchy, comic-book aesthetic.
