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Comic-Con is known to be a saturated landscape full of brands trying to catch your attention, and each year religious protestors situate themselves in the middle of the madness. We saw these protestors as the perfect opportunity to break through the clutter and introduce our new show, Damien.

To activate an eye-catching campaign that would get us noticed, we took an unusual approach sending a team to the streets alongside the religious protestors. However, instead of joining in on their preach, our posters supported the Anti-Christ, Damien, our main character and the child featured in the 1976 film “The Omen.”

The street teams handed out pamphlets that heeded warnings such as "The end of days is near!". The pamphlets, along with protestor signs, directed convention-goers to visit www.ItsAllforYou.com, a minimally branded landing page which warned visitors, "He is the only way to deal with the coming end" — not a far cry from some of the other religious-themed materials handed out at the Con every year. Site creative was more in-depth for the mobile experience as we were prepared for Comic-Con goers to go directly to the site on their mobile device, where they would experience Anti-Christ propaganda. As users scrolled down English words would flicker back and forth from Latin. Users could view a trailer, as well as sign up to could “JOIN” the Damien disciples.

The press went nuts for our campaign, with publications such as the THR, TV Insider and The New York Times highlighting our promotion.

Contributors:

A&E

Location: USA