Challenge:
Adult Swim was founded in 2001 serving as the nighttime identity of Cartoon Network. It's known for its edgy adult animation features, mocumentaries, sketch comedy and experimental pilots and has an audience of over 100M people around the world

But relevancy is one of the hardest things for an iconic brand to create, especially once they’ve reached global scale. But, that was the brief, to help the brand create relevance with its advertisers.

Solution:
Our SoWhat Approach was used to understand the brand’s equity from the inside out and then to fully understand who they were targeting and what would resonate with them.

The solution was a brand awareness campaign designed to parody a lo-fi religious cult aesthetic with the idea of seducing advertisers into the “Cult of 9” (the start time for the show’s programming).


Team:
Creative Director: Stefán Kjartansson
Art Director: Kevin Byrd
Designer: Farbod Kokabi

Accompanying banner ads were implemented on sites like New Yorker Magazine.