Powerpuff: XCX
Reigniting passion for the Powerpuff Girls.
The brief
Drive tune-in (and coverage) to a new series of The Powerpuff Girls.
The strategy
Remind older fans of their passion for Powerpuff, and recruit new disciples, by showing off the "girl power" themes of the show.
The idea
Recruiting Charli XCX to remind people that the Powerpuff Girls were the original girl power — capturing amazing photography and interviews for Charli to talk about girl power, bolstered by research showing that modern girls really are strong and tough. All supported by a film of Eva, a five-year-old feminist from The Secret Life of Kids, tackling the lack of female superheroes.
The results
Coverage rolled in, including spreads in Metro and The Sun, to Vice and NME, as well as reams of regional coverage. Charli's social posts also secured hundreds of thousands of engagements from her fans, helping us reach a new audience. Powerful stuff.
Credits
Client: Cartoon Network
Agency: Hope and Glory