Paramount - SpongeBob Day
The Opportunity
SpongeBob SquarePants turned 40, and Nickelodeon and Paramount wanted to mark it with the first-ever SpongeBob Day.
The Challenge
The challenge was making something the internet would pick up and pass along on its own terms.
The Solution
We started from a simple observation: SpongeBob already owns half the memes on the internet, so he should own the rest, working with digital illustrator Zach Weinstein (Gripless) on wheatpaste and billboards across NYC and LA. Also, built custom memes for Instagram meme accounts for increased spread.
The Impact
- 2.4M+ creator views
- 850K+ accounts reached
- 39K+ creator engagements
- 11K+ shares, saves, and reposts
- 15+ earned mentions on major pages
- 115+ inquiries about buying the posters