Adult Swim
network launch
As we prepared to launch the first-ever Adult Swim network, our PR team started receiving unsolicited phone calls asking for information on the new channel. In response, we had Ashley - our head of PR - tell all media, “Sorry, no comment. But feel free to check out our new billboard at Queen and Euclid.” This is what was waiting for them…
The billboard was used to signal that Adult Swim was coming and that its arrival would be totally unconventional.
The subversive campaign continued with national ads promoting fake Adult Swim subsidiary companies.
Concept: Briin "Briin?" Bernstein
Writer/Director: Michael Frolick
Writer: Briin "Briin?" Bernstein
To engage with the Adult Swim super fans, or those curious about these weird companies, each ad contained a toll free number leading to our answering machine…
Online, we targeted the Reddit community who are known to be rabid Adult Swim fans. Offering a sneak peek of our new Canadian headquarters, the ad connected to a gallery of truly terrible office photos.
We also hit Youtube viewers with this unskippable Youtube ad.
After launch, political attack ads played on Spotify and radio to promote the month-long free preview.
