LAIKA and W+K Portland have announced their latest creative project together supporting the stop-motion animated film, ParaNorman. This marks their second collaboration with the animation house after Coraline was released in 2009.
From the outside looking in, ParaNorman may appear to be just another CG animated kids' flick. But LAIKA isn’t a typical Hollywood studio and ParaNorman isn’t a typical movie for kids. W+K Portland’s goal with this campaign was to broaden its audience beyond kids and mums by showing what makes ParaNorman a more substantial (and equally fun) family movie, while continuing to cement LAIKA’s reputation as courageous makers of handcrafted fairy tales for every age.
The multi-faceted campaign features robust creative work in the TV, digital, print, and gaming space. Wieden+Kennedy expanded on the story of Norman – the weird kid who could speak to the ghouls in his town – helping to expose the entire world of ParaNorman.
Additionally, the campaign includes teaser videos, underground films and a digital stop-motion zombie lab that shares the experience of being a LAIKA animator and give audiences a chance to walk in Norman's shoes. Social media and e–commerce campaigns expose cool ParaNorman swag, encouraging community building, fan participation, and conversation meant to express the #WeirdWins in their everyday lives.
ParaNorman was released in theaters on August 17, 2012.
Campaign Credits: Wieden+Kennedy Portland