Jack Watts Currie prepares us for an all new season of Discovery Network’s Deadliest Catch
Discovery Networks Asia-Pacific, via agency Jack Watts Currie, Sydney has created an integrated campaign to launch the all new season of Deadliest Catch, which premieres on Discovery Channel, August 18 at 8.30pm.
The campaign, which consists of print, online, radio and an interactive micro-site, centres on the theme of the new season of Deadliest Catch, ‘Every Face Tells a Story’. This season is particularly powerful and emotive as the captains and crews deal with the toughest situations they have ever had to face on the high seas, from treacherous weather conditions to crew conflict over a tragedy. To bring this to life, the custom-built micro-site
www.prepareyourself.com.au gives Deadliest Catch fans the tools to harden their image and get closer to the action than ever before. Using drag and drop effects, fans can make their faces as tough as the real Deadliest Catch fishermen and star in their very own poster for the new series.
As part of a broader social media strategy which aims to maximise userengagement, the posters can be shared across a wide range of socialnetworking platforms, providing unprecedented exposure for the newseason.
Says Rob Currie, managing director at Jack Watts Currie: “DeadliestCatch has become a smash hit series here in Australia so for the launchof the all new season we have created an integrated campaign whichincludes an interactive micro-site where people can engage and furtherappreciate the extreme conditions that these guys put up with for work.”
Says Mandy Pattinson, senior vice president and general manager, Australiaand New Zealand, DNAP: “Following the success of our recentambient press stunt and innovative social media initiatives, we aredelighted to be creating another integrated campaign with our long timecreative agency. Deadliest Catch was Discovery Channel’s number onerating series in 2009 and the new season is currently smashing ratingsrecords in the US. To be able to reach new audiences through aninteractive micro-site which drives people to tune in to the all newseason is brilliant”.
Strategy and creative developed at Jack Watts Currie by Helen Luong and Anton Posa.
11 Comments
Executionally pissweak.
Tonally and strategically unfathomable.
Quite silly for a show that’s a bit serious. I can imagine kids having fun with it.
This explains why Jack Watts looks so pre-occupied in his games for The Demons. Better to concentrate on your football, Jack.
why has Discovery Oz delayed the broadcast so long after the US premiere?
Haven’t seen that idea for weeks.
I like it.
Putting posters on social media sites is a strategy?
Wow, looks to me like JWC is in real need of an Art Director.
Nice stuff. Don’t know what stuff the guys above have been working on but better than anything I’ve done lately.
The funniest bit is \’© Discovery Communications 2010\’
Next week some lawyer will be yelling from his Selectric \’Shit! 1992 just called and counterclaimed!\’
Anton looks like Johnny Drama…