NICKELODEON: LIKE A SPONGE

THE WORK:

To celebrate SpongeBob’s 25th Anniversary, we launched a global campaign built on radical positivity. Our “Like a Sponge” celebration delivered on “Good” and “Good Times” through OOH, social content, live experiences, and sustainability plays. The outcome: work that - like SpongeBob - makes the mundane magical.

Contextual OOH in the most high traffic and congested areas brought a little bit of brightness to the everyday.

SpongeBob’s Fountain of Positivity offered ComicCon attendees an eco-friendly way to cool down and refill their water bottles during the hottest fest on record.

We even spiced up the Thanksgiving Day Parade with a Garraige, or Gary The Snail-drawn carraige, which later paid visits to Bryant Park and The Grove in LA.

A modular messaging system let us apply the campaign to all of our needs—while delivering a playful CTA.