CULPA TUYA CAMPAIGN
Culpa is back. Bigger, bolder and hotter than ever.
Culpa isn’t just a YA romance, it’s a full-blown obsession with millions of passionate fans across the globe. So for the launch of the second film in the trilogy, we knew we had to go all in. We crafted a global campaign designed to get fans buzzing, keep them on the edge of their seats and, why not, bring a whole new wave of people into the madness.
Here’s how we made it happen.
TEASER PHASE
During the teaser phase, we launched a social content strategy called #MiercolesCulpables. In a nutshell, we made Wednesdays the official day for dropping exclusive content about the movie, from behind-the-scenes moments and on-set images with the cast to more conceptual creative pieces. This kept fans hooked from day one, building excitement all the way to the launch date.
SNEAK PEEK
We also created high-production value, ad-hoc pieces to give fans a sneak peek into the new movie plot.
TEASER TRAILER
Followed by our official teaser trailer.
TEASER POSTERS
We also launched our teaser posters.
LAUNCH PHASE
During the launch phase, we hyped up "Culpables fans" with a 360 campaign to ensure we raised awareness about the film release worldwide.
LAUNCH PHASE VIDEO
TRAILER
TRAILER CUT DOWNS
PRIME x SPRINGFIELD COLLAB
We also developed an exclusive clothing line in collaboration with Springfield, allowing "Culpables fans" to not only enjoy the film but also wear pieces from the movie's wardrobe.
FILM POSTERS
CHARACTER POSTERS
DOOH
SOCIAL
During the launch phase, we doubled down on our efforts to reach fans across multiple activations, including BookTok events, watch parties with surprise appearances from the main cast, junkets and reactive content based on trends. This helped us keep awareness high while maintaining an organic, non-advertising approach with our audience
PREMIER
We wrapped up our campaign with our biggest global premiere, bringing together over 4,000 attendees, including fans, more than 250 national and international celebrities, content creators, and over 80 media outlets.
Credits
Client: Prime Video.
Creative Director: Juanma Bonastre.
