The Walking Dead. Only for Survivors.

CONTEXT:

In 2022, the legendary cult series The Walking Dead came to an end with the release of the 11th season. More than 12 years of entertainment around the world of zombies that has attracted a legion of millions of fans and followers all over the world.

Disney+, through its FOX TV channel, asked us for a creative concept to accompany the launch, as well as a TV OnAir, digital and OOH content strategy.

CREATIVE CONCEPT :
We created the concept "For Survivors Only" as we designed the campaign around the FANS of the series, those who have remained loyal to TWD despite its ups and downs in the series' history.

We consider "Survivors" to be the FANS and the protagonists of the series and we keep that double meaning in each piece.

We designed a visual style that is based on the original comics that the story is based on, and as a main element we created an illustration made up of a "Super Survivor" that has elements of all the characters... Negan's bat, Daryl's crossbow, Carl's hat, etc. Creating a link with all our FANS.

Likewise, the common thread of the campaign pieces was to give prominence to the FANS with a campaign designed by and for FANS, with special emphasis on the mythical moments of the series throughout its 11 seasons.

STRATEGY:
35 OnAir Promos were made for FOX TV and the Disney+ platform, and digital pieces, quizzes and contests for Social Media.

In the OOH category we created digital and static MUPIS, as well as a giant Canvas in the centre of Madrid with the iconic illustration we created for the campaign.