Context:

Universal Pictures were looking for a relevant brand partner to help raise awareness of The Addams Family, in cinemas on October 25.

The first feature-length animated outing for the iconic family presented a wonderful opportunity for brands looking to gain cut-through during the busy Halloween marketing occasion, with the kooky Addams characters presenting fun and unusual ways to engage a broad consumer demographic.

Solution

The Addams Family home plays an important role in the characters’ lives and the film’s storyline. As such, Brand Culture approached leading furniture retailer Sofology with the idea of using the Addams mansion and the characters who live there to push the brand’s #FeelAtHomeOnASofaYouLove messaging.

For their first ever film partnership, Sofology integrated the film assets into their digital and social estate, recreating the distinctive Addams gothic style and colourways into their brand comms.

The campaign was supported in-store with themed Addams Family dedicated bays, linking to a UGC social competition offering the chance to win a holiday to France.