With the 3rd and final installment of the Epic Planet of the Apes story coming to a close 20ten were asked to develop a distinct international social strategy that had one interesting direction - try not to mention ‘War’ too much.
20th Century Fox wanted the social content to play towards the other facets of the story, offering more depth to the narrative and bringing Caeser's conclusion to a rounded end.
The strategy was to create a series of content executions that went behind the simple good vs bad narrative and gave the final chapter more meaning. Telling both sides of the story, a brief back story as to why the story found itself at this conclusion and allow the audience to make their own decisions of whose side they would be on - even if it meant their own extinction.
MADE TO BE TALKED ABOUT
With poignant quotes, countdown graphics and exclusive clips part of the executional strategy was to get the conversation building across social media. The non-paid media executions were designed to tap into cultural conversations surrounding the subjects within the film.
As a continuation of the campaign creative, 20ten worked alongside local markets and partner brands to create bespoke activations specific to their requirements.
Culturally relevant visual styles were applied across a suite of assets as the global campaign took shape.
CONTENT WITH GREATER DEPTH
Showcasing more of the central characters, family tree infographics were created to try to give their respective back stories greater weight.