How to make a show reboot relevant to millenials, by reframing its themes for a new generation.
As a story of one man’s legacy to overcome historical slavery in America, Roots enjoys a very niche appeal outside the country.
So to make the show more relevant to the rest of the world, we wanted to change people’s perceptions of modern slavery, just like what the show does for its past.
Millenials don’t know that their online shopping funds industries like fast fashion, one of the biggest culprits of modern slavery.
By putting a slave for sale on their favourite e-commerce sites, we were able to engage millenials and promote the show in way they would immediately understand.
AWARDED:
• PromaxBDA 2016
Best Promotional Campaign for TV Show - Silver
• Spikes Asia 2017
Best Use of Digital (Media & Publications) - Bronze