The Last of Us was one of the most anticipated shows in 2023, not only in the Philippines but worldwide.

The Last of Us which premiered on HBO GO, is based on the critically acclaimed video game of the same name takes place 20 years after modern civilization has been destroyed. Joel, a hardened survivor, is hired to smuggle Ellie, a 14-year-old girl, out of an oppressive quarantine zone. What starts as a small job soon becomes a brutal and heart-breaking journey as they both must traverse the U.S. and depend on each other for survival. The cast includes Pedro Pascal as Joel, Bella Ramsey as Ellie, Gabriel Luna as Tommy, Anna Torv as Tess, and many more. With the campaign fully inspired by the HBO Original series, The Last of Us local campaign aimed to attract not only fans but new viewers as well.

Bringing The Last of Us' post-apocalyptic narrative to life by incorporating visual elements of the iconic scenes and key elements such as the cordyceps from the series. The idea is to create a dystopian setting, letting Filipinos experience the world of The Last of Us. The cordyceps had spread into the heart of one of the busiest crossings in the metropolis with life-sized logo lighted up referencing that hope still prevails. Amidst the chaos, the global series’ messaging “When you're lost in the darkness, look for the light" is amplified across all executions in BGC.

Experiential marketing through immersive activations were an essential part of the campaign. Captivating fans and engaging new audiences. These activations offered fans touchpoints to immerse themselves in the world of the show.

The brand and agency placed key art and installations in high-traffic areas in order to spread the message across the metro to build hype and awareness around the new title. The agency looked into traditional placements but leveraged unconventional methods., utilizing iconic elements fans would immediately recognize including the firefly symbol and title treatment.

Just like the series, the campaign kicked off with an infection in one of the country’s most populated cities, Bonifacio Global City with a large installation of the show’s title infected with cordyceps, mounted along Bonifacio High Street. A cordyceps-infected bus shed with the series’ key art was also activation, with a dystopian park within the city fully infected.

Graffitied walls with the line “When you’re lost in the darkness, look for the light” and the firefly symbol were also outside key malls (BGC, Ayala Malls Manila Bay) and the busiest streets like Katipunan and Valle Verde, Pasig to garner attention and increase anticipation of the series premiere.

#1 Highest viewership in Southeast Asia in the history of HBO GO

#2 Most acquisitive title of HBO GO in Southeast Asia