Cannes Lions

The Zombie School Bus

JONGLUCKDEE CO., LTD., Wangthonglang / NETFLIX / 2022

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Overview

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Overview

Background

“All of us are dead” is Netflix’s original Korean series in the horror genre, which turns out to be an unconventional zombie series in pairing two genres together, zombie apocalypse and high-school mischievous life.

So, how we can demonstrate this show’s magnet to the mass audiences with an unconventional creative solution.

To do so, we turn the traditional way of promoting the movie in Thailand with the mobile truck into a new and exciting way by demonstrating the exhilaration of the zombie outbreak from the high school to the public by creating “The Zombie School Bus.”

Idea

We turn the traditional way of promoting the movie in Thailand with the mobile truck into a new and exciting way by demonstrating the exhilaration of the zombie outbreak from the high school to the public by creating “The Zombie School Bus.”

This school bus is commuting high school students just like a normal school bus, however what happens in this school bus is that one of the student becomes a zombie and starts to attack others, which makes everyone in the bus becomes zombies eventually.

Strategy

The target audience is mass people in urban area aged 18-55 years old and our approach is to trigger the people commuting on the road and capture the incidents and share across social media.

Execution

We turn the traditional way of promoting the movie in Thailand with the mobile truck into a new and exciting way by demonstrating the exhilaration of the zombie outbreak from the high school to the public by creating “The Zombie School Bus.”

This school bus is commuting high school students just like a normal school bus, however what happens in this school bus is that one of the student becomes a zombie and starts to attack others, which makes everyone in the bus becomes zombies eventually.

We replace the school bus’s window with the digital screens and allow people to witness the zombie survival scenes just like it is happening real time in front of their eyes. The school bus commuting the zombie infected students is running along every main street in Bangkok for 7 days during 26 Jan - 1 Feb 2022.

Outcome

Within 24 hours after the school bus is launched to the public, it becomes Twitter’s top trend in Thailand as well as Kakao’s top trend in South Korea.

The school bus gains a tremendous impressions and engagements online both in Thailand and other countries.

The school bus with the zombie students is spined worldwide on many local and international media such as Hypebeast, Hypebeast Korea, Cosmopolitan Philippines, etc. The conversation becomes contagious immediately across social media.

And most importantly, this zombie school bus successfully rides “All of us are dead” to its destination in becoming the most viewed series on Netflix.

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