Concept/Art Direction/Design

Taking cookies from villain to hero 

The award winning campaign built around the first Deadpool movie was comprised of a ton of content. The campaign for Deadpool 2 would be even larger and varied. But how to track it all while increasing the contactable base. After all in the world if the internet, cookie can be a dirty word. They’re spies, watching our every move, tracking our lives and reporting back to their corporate masters. But what if through the magic of Deadpool, a cookie could be transformed. Becoming instead a welcomed guest. One that gave instead of just taking.

Fans started the journey by signing up for the Deadpool Core and proudly accepting a cookie that acted like a “digital punch card” tracking how much Deadpool content they were consuming.

Cause there was a lot of it.

Like so much.

Then on the eve of May 2, 2018 creme de la creme of the Deadpool faithful were sent a digital ticket to a top secret hush hush show at a theater in one of several musically significant cities.

There we rolled out the tactical red kevlar with a themed experience as guests took their seats to watch a live performance directly from Las Vegas of Celine Dione debuting her new song Ashes from the Deadpool 2 Soundtrack.

This was followed directly by the world premier of the Ashes video.

It was beautiful.

All guests left with a vinyl soundtrack and a signed cassette single of the track to commemorate the event. Selfies were snapped, words typed, and the benefits of being part of the Deadpool Core started spreading.

Digital, Event, CRM, Print