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It's Always Sunny in Philadelphia - Animated Gif Campaign

Entered in Animated GIFs

Objectives

America's favorite degenerate bar owners returned to fulfill their misguided dreams through blundered schemes when FXX's original comedy It's Always Sunny in Philadelphia premiered its 10th season. To celebrate a decade of Sunny, the FX social team created sharable animated GIFs to honor the character's depraved personalities. The unique content was a major hit with the ever growing Sunny social audience on Tumblr and Twitter.

Strategy and Execution

The FX social gang created animated cinemagraphs that captured the character's signature personalities and quirks. Shooting the cast on a black seamless background, we requested they do a physical movement they felt best represented their character, and then designed a custom GIF where everything remained stationary aside from that singular motion. The result: a visually fun and interesting way to reintroduce fans to their favorite characters.

Someone's been drinking his fight milk. An all-new season of Always Sunny in Philadelphia premieres TONIGHT 10:00 PM on FXX.


In addition, we created a GIF version of the key art to make the rock and roll theme of the Season Ten marketing campaign truly blast to life. By including jumbo speakers behind the cast and animated soundwaves that pulsated through their bodies, we successfully turned a still image up to eleven.

The Gang's turning it up to inappropriate levels. The all new season of Sunny premieres Wednesday at 10p on FXX.


Sunny Animated Gif Campaign Stats


Tumblr was not the only platform the Sunny animated gifs shined. On Twitter, the animated gifs resulted in over 3k retweets.

Peek-a-booooo Guess who's back.

There's a cat in the wall?  An all-new season of Always Sunny in Philadelphia premieres TONIGHT 10:00 PM on FXX.

Do some bird watching 1/14 on FXX. An all-new season of Always Sunny in Philadelphia premieres TONIGHT 10:00 PM on FXX.

She would never say “no


It's Always Sunny in Philadelphia Animated Gif Campaign

Key Art

Mac

Charlie

Dennis (Ladies)

Dennis (The Implication)

Sweet Dee

Rickety Cricket

The Waitress

Bill Ponderosa

Artemis

McPoyle

Uncle Jack

Media

Entrant Company / Organization Name

FX Networks

Link

Entry Credits