The team wanted to leverage San Diego Comic Con, a pop cultural juggernaut, via social media contests, onsite giveaways, and the debut of Robot Razor costume at the con. Tapping our roots we quickly identified the right artists whose work would instantly bring a comic starring a cool robot to life.

For the social media contest consumers shared their most irritating moments via Twitter; and our team of artists drew and colored actual one-panel comics bringing selected tweets to life during the live event.

To bring the campaign to life at SDCC we developed a series of movie inspired Robot Razor posters and creature comfort swag for the convention as our artists signed posters and drew original sketches to drive foot traffic to the booth.

We did so by:

• We work lean…meaning we can take on a project and fast.
• Pulling in artists who fit the brand and the objective of the creative and leaning into comic book culture and the nerd community in an authentic way.
• Getting fans engaged thru the contest
• Having our creative team do signings, original sketches, and meet and greets at the booth.
• We made it easy. Besides sourcing the artists, we ran the creative for the activation start to finish- the sexy parts like illustration and the unglamorous parts like spending eight straight hours at the printer’s.

And the results were clear:

• 386.2 MILLION Total Impressions
• 15,000 Pieces of Branded Swag Distributed
• 436 Social Mentions
• 903,000 Impressions
• 12,500 Engagements
• 180 Entries

Here’s how we crushed the project!

This was the pitch: “We heard you like superheroes, we're a razor brand, here's a superhero take on that.”

It was a direct way to snag a niche audience and we knew how to make it feel like a real comic campaign - not just a brand trying to cash in on the moment. By leaning into comic book culture and the nerd community in an authentic way with artists who hold serious street cred we were able to make the project feel organic to the convention itself.

JWT (the agency of record) wanted to create a series of posters that felt like a series of movie posters so our team developed concepts and creative that knew that right comic inspirations to pull, such as movies like Iron Man and iconic pop culture properties such as Transformers.

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