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September 22, 2014
Animated films have traditionally been family films, but now that families look quite different in 2014, we had to create a campaign that looked quite different as well. So for LAIKA's third and most ambitious stop-motion film, our goal was to reflect the studio's innovative storytelling techniques by giving families of all shapes and sizes the opportunity to strengthen their bond by building, crafting, participating and experiencing the world of The Boxtrolls together.
Animated films have traditionally been family films, but now that families look quite different in 2014, we had to create a campaign that looked quite different as well. So for LAIKA's third and most ambitious stop-motion film, our goal was to reflect the studio's innovative storytelling techniques by ...
The mischievously playful Boxtrolls hijack an ad for a box shipping company, Quickie Ship. A website (quickieship.biz) and active phone number recording were created for the fictitious company that lead viewers deeper into The Boxtrolls' world.
Instead of a one time outreach, the campaign spoke to influencers in a long term dialogue, rewarding those who showed support with monthly kits. This elaborately handcrafted campaign introduced fans to the 4 main areas of interest in the film and targeted parents, kid celebrities and animation fans who became even more vocal about the film.
Executional highlights for the kits included a hand-cranked music box stuffed inside a miniature teddy bear that played music from the film, custom stinky cheese fragrances in vintage bottles to tie in with the curd-obsessed citizens of Cheesebridge, as well as an employee manual for how to hunt Boxtrolls by the Red Hat villains in the film.
Build Your Own Boxtroll
To give kids the chance to learn and experience what a Boxtroll creature was, we developed an interactive experience that guided kids and families through the process of building their own Boxtroll from scratch. It was designed to give kid's limitless imaginations the chance to run free in creating their own unique character and reward their creativity by potentially winning their own handmade puppet as the grand prize in our contest.
Social campaigns were launched on every major social channel, with Instagram focusing specifically on the behind-the-scenes content that LAIKA is known for as well as an in-character Tumblr site from the POV of the Red Hats, resembling a company website for their Boxtroll Extermination Co. Twitter and Pinterest also posted exclusively in-character, drawing followers into the immersive content.
Boxtroll Magic Mirror
Created from scratch, The Boxtroll Magic Mirror leveraged the Xbox Kinect interface to bring the characters to life in real time. Kids and families interacted with the characters in movie theater lobbies in lieu of a traditional cardboard movie standee.
Nike Roshe Run Trollstrikes
Limited-edition sneakers created in collaboration with legendary shoe designer Tinker Hatfield and were auctioned with the proceeds going to AdoptUSKids, a charity that helps kids in foster care find loving homes, paying off the adoptive parenting theme in the film.
Social Surprise and Delight Gifts
For unsuspecting fans who shared their love for the film on social media, we rewarded their enthusiasm with miniature props that were featured in the film.