w+k tour // coraline integrated campaign //

 

"Fail Harder" an installation by wk12 students — made of push pins

 

Detail of "Fail Harder" installation

321 students in the night section visited w+k. We met with Brad Trost, art director, Maya Roberts and Alicia Kuna, studio managers. We had a great time —well at least I know I (Lis C.) did! Maya generously presented an amazing tiered promotional campaign for Laika's film Coraline. 

w+k's "challenge: How can we get a broader audience to be excited about a movie that looks like a typical children's film but is much more? How could we use the equities we had to market this film in a way that reflects its unique nature and gets people excited to see it?" Here are some of their answers:

Coraline boxes for the "influencers" check out the campaign and notcot links below.

Wild postings for Coraline.

To get an overview of the whole campaign click here. Among the work that was shared with us: mini-documentaries about the making of Coraline, campaign strategy, dunks, wild postings, street art installations, interactive storefronts, movie posters, web sites and 50 hand crafted boxes that were sent  to "influencers" (like notcot.org) to help promote the film. To see more handmade boxes go to notcot—they are tracking who received the boxes.

Coraline dunks.

Interactive Storefronts.

Brad gave us a great tour of the building (Allied Works Architecture), and Maya, Brad and Alicia fielded our many questions. Then some of us headed over to the Lowbrow. All-in-all a fun and educational experience. Thanks 321 students and THANKS Maya, Alicia + Brad!

One more box!

321 students in the w+k atrium

Patrick Dougherty sculpture; "the nest"  w+k sixth floor.

Brad Trost  with 321 students answering questions in the nest.

321 students in the w+k atrium

Comments

[Mr Fancy Pants]

uhhhhhh. whoa.

[Owl City]

thanks for this article...