The live-action adaptation of One Piece was Netflix’s biggest release of 2023 and one that fans had eagerly anticipated for years. It tells the story of a beloved pirate crew searching for the world’s greatest treasure.

Since Indonesia is known for its large One Piece fanbase, it was a potential country where the series could hit big.

Our task was to create a campaign that could wow existing One Piece fans and intrigue non-fans.

The objective was to spark FOMO around the title and get Indonesians to watch it.

As one of the most famous intellectual properties in the world, One Piece boasts a long list of iconic objects that fans and non-fans alike can easily recognize. These objects were what fans had been buzzing to see in the live-action series.

So, to promote the series, we brought the world to life beyond the screen and into fans’ daily lives. We recreated some of the most iconic objects from the show, including the ship, and allowed fans to really interact with them.

Our main target audience, One Piece fans, deeply respect the author, Eiichiro Oda, and would go a long way to support him.

And for the first time ever, the author gave permission to create a live-action. He was even heavily involved in the production, to make sure every aspect of the show is true to his vision.

Assured that the output would be "Oda-approved", fans were excited to see how the world of One Piece would come to life. So we decided to leverage the author’s credibility and literally bring to life some of the show’s most iconic things.

The campaign took place from 27 August 2023 to 3 September 2023, during which we brought One Piece to life in various aspects.

We recreated the iconic Going Merry ship and enabled fans to board. Fans could take a picture with the adorable smiling goat head, grab a tangerine from Nami’s garden, steer the navigation stick on the upper deck, and even get their own wanted poster as a merchandise. Fans could also discover other iconic objects such as the devil fruit and the snail phone. The ship was docked at a popular seaside area in Jakarta, ensuring high visibility and accessibility.

We also promoted the ship event through other beats: an on ground stunt parading the pirate crew’s flags, a review video of the snail phone by Indonesia’s biggest tech influencer, and a review video of the devil fruit by the biggest fruit influencer.

More than 4.000 fans waited all day to board the ship and it was organically covered by 285 media publications. It gathered over 334 million impressions and 28.6 million engagements, making it Netflix Indonesia’s biggest campaign of the year. But most importantly, the campaign managed to stoke the hype for the One Piece live-action series and turned it into the most-watched show in Indonesia for 4 consecutive weeks.