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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Bad Hair IG Campaign

Entered in Instagram

Objective

In this horror satire set in 1989, Bad Hair follows an ambitious woman who gets a weave in order to succeed in the image-obsessed world of music TV. However, her career comes at a cost when she realizes that her new hair may have a mind of its own.

 

To support the launch of Hulu’s original film, Bad Hair, the team was tasked with developing a disruptive social media campaign that connected with the target audience and stirred thought-provoking conversation. We developed a unique, nuanced, and blended approach to the genre by combining elements of social commentary/satire, horror and 80s nostalgia to weave together assets that both intrigued and excited the new audience.

Strategy

Embracing the retro vibes of the late 80s, Hulu leaned into stylish throwback themes across all of their marketing creative.  Our approach to the campaign resulted in the following in-world activations, stunts and content pieces including:

Results

https://gamerant.com/momo-pixel-bad-hair-horror-movie-hulu-gets-charming-promotional-pixel-art-game/

“It seems as though movies nowadays need to get more creative with their marketing in order to stand out in a crowd, especially in this, the year of staring at screens. Well, Hulu appears to be on top of things with their horror comedy film Bad Hair. In collaboration with artist and game designer Momo Pixel, they've released a short pixel art game to grab the attention of potential audiences."

 

Critic reviews:

“In a cutthroat business, style opens doors, but behind them are observations about cultural identity — and a touch of camp.”

Teo Bugbee, The NYTimes

 

“A funny satire that's equal parts comedy and camp horror, "Bad Hair" boasts a clever script, an entertaining period setting, and a fantastic all-star cast.“

Jennifer Green, Common Sense Media

 

Media

Video for Bad Hair IG Campaign

Produced by

Hulu

Links

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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