Looney Tunes Social Revival

Client: Warner Bros. Discovery

Agency: Movement Strategy

Role: Associate Creative Director

Warner Bros. needed a social presence as edgy and fantastical as an episode of Looney Tunes itself. The only question was: how do you continue the legacy of an 80 year-old brand on social with no media dollars?

Simple. You hire an intern.

Clio Entertainment (2021)
Silver - Digital/Mobile & Social Media Craft: Copywriting
Silver - Original Content: Fan Driven
Bronze - Social Content Campaign
Finalist - Brand & Program Identity

ADDY Awards (2021)
Silver - NE Regional: Copywriting

ProMax (2021)
Gold - Talent/Influencer Integration Using Social Media

Digiday (2020)
Finalist - Social Media Campaign

The Drum (2020)
Finalist - Best Use of Social

Social Persona

Warner Bros. wanted to make Looney Tunes a notable account worth following that’s just as hyper-relevant and clever as its cartoons. They wanted to expand their reach, increase fan engagement, and generate hype for their brand as part of the long run up to the 2021 release of the new Space Jam film starring LeBron James and the new Looney Tunes cartoons on HBO Max.

So we created a character, The ACME Intern: a fully realized 22-year-old chronically online super-fan who’s been given the keys to the Looney Tunes social handles and is pretty sure no one is watching. We gave him hobbies, interests, a whole back story—and yes, even a complete astrological birth chart. (He’s an Aries, by the way).

And we needed a way for him to interact with our characters and bring them into the current moment. So, much like the 1996 fan-favorite movie Space Jam, we placed the Looney Tunes right into the real-world to create a nostalgia-inducing universe that could interact with current day, told through the narrative lens of our Intern—clever, wry, and uninhibited with interests that range from professional sports and streetwear to astrological transits and RuPaul’s Drag Race.

Content & Strategic Framework

Our strategic framework consisted of content buckets to help us world-build, showcase iconic Looney Tunes moments fans remember and love, support our partners, and resonate with fans by creating relevant, timely content.

We wanted our intern to be absolutely everywhere, so a key piece of our strategy was to ensure he was on the pulse of culture and ready to react, and even take big risks.

So when the drama went down between the hosts of the Call Her Daddy podcast back in 2020, we saw the opportunity to jump in on the conversation and garner a really big reaction across the internet—and even earn some press attention.