Looney Tunes Social Revival

Looney Tunes has always been able to fuse itself into the cultural fabric of the time—from its conception, to its hybrid real world/cartoon films of the ‘90s, and up until today.

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

Simple. You hire an intern.

Associate Creative Director

Client: Warner Bros.

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.

13K New Followers Overnight

10M Impressions

1.1M Engagements

Community Management

We wanted the 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. And the fans noticed.

897M+ Impressions

23% Engagement Rate

Call Her Granny

We all remember the drama that went down with the hosts of the Call Her Daddy podcast back in 2020, and 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.