A winning pitch for the highly anticipated sequel to To Kill A Mockingbird. We went for a multi phase campaign across social media

Time frame: 1 WEEK

Go Set A Watchman

A winning pitch for the launch of the most anticipated book of recent years, To Kill A Mockingbird author Harper Lee’s Go Set A Watchman. As we knew very little about the content of the new book we went for a multi phase campaign that rediscovered Mockingbird and set the scene for Watchman.

Fans could explore memories, imagery and quotes, intended to inspire the feeling of sorting through old keepsakes and ephemera. They could also share their thoughts and explore the town of Maycomb through an interactive audio map. The successful launch was eventually scaled back to a social media campaign but retained the same ideas and look n’ feel.