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:
At the heart of the campaign was a gamified 3D AR experience which placed fans inside the action, giving them the chance to save the Flavour-Verse using their virtual web-shooters. A custom mobile site leveraged the movie’s visual aesthetic and glitchy, sci-fi elements, while a paid digital campaign spread the word.
