The End of the F***ing World
for Channel 4
The first series of TEOTFW had become a massive hit on Netflix ending on a major cliffhanger. Our brief was to excite fans for series 2 without giving away spoilers, and reassociating the Channel 4 brand with the show.
Fan theories
The idea was to bring to life fan theories for what might happen in series 2. We launched with a social post asking what people thought might happen next. We then worked with animation studio Picnic to animate these with a social-first approach. I wanted it to feel as much like a comic as possible with subtle parallax-style animations and baked-in subtitles for the sound-off environments.
Comic-Con
I’m a huge fan of MCM Comic-Con and knew that our launch date was only a few weeks after the London event. It felt like an amazing opportunity to reach the heart of our target audience. Working with OMD, we managed to get a partnership with Den of Geek and had a whole area to promote the show.
We provided fans with a limited-edition comic book with all the theories and a few blank pages at the end for them to add in their own. The illustrators Ricardo Bessa and Thanh Tran were on site to hand illustrate them, providing fans with their very own unique collectors’ item.
Webby Award Winner
The campaign picked up press in It’s Nice That and Creative Review amongst others as well a bunch of awards including a Webby and 2 Gold Lovie awards.
“…a whole new way of looking at popular releases”
— Creative Review
