Things are not what they seem in season two of hit Netflix series “Wednesday”, as star Jenna Ortega’s Wednesday Addams character encounters new foes and woes in the gothic halls of Nevermore Academy.
Leveraging that sense of dark mystery and intrigue, creative agency GIGIL transformed one of the main character’s frightful experiences — crying black tears — into an audacious and attention-grabbing installation in one of Manila’s busiest commercial hubs.
In the series, black tears signify Wednesday’s severe exhaustion due to the excessive and intense use of her psychic powers. The condition, also experienced by the character’s Aunt Ophelia, is also a warning that her powers are becoming too much for her to handle, signaling a dangerous path ahead for her and her family.
To drive engagement for season two of the series, GIGIL worked with the Venice Grand Canal Mall, a popular immersive Italian experience featuring a man-made 650-foot long, 50-foot wide replica of the city’s Grand Canal, complete with gondola rides, Italian-inspired architecture, and replicas of iconic Venetian landmarks.
The agency’s “Black Tears” experience included a large stage in one end of the canal featuring a billboard-size image of Wednesday’s face, streaked with her signature black tears. During peak shopping time on the first day of the activation, an environmentally friendly and filtered black dye was released from beneath the stage platform, slowly seeping its way into the waterway and gradually turning the entire canal black.
At the end of the two-day experience, the dye was filtered from the water, restoring the canal to its pristine condition.
The canal’s eerie transformation captivated the thousands of shoppers as they strolled the edges of the waterway and peered down from the mall’s numerous walkways, bridges and mall balconies over the two days. The experience quickly went viral, generating more than 145,000 engagements.
“Wednesday” season two went on to be the #1 show on Netflix for three weeks.
“We safely spread the character’s black tears through one of Manila’s most romantic streams, literally spreading her woe,” said Brandon Talip, copywriter at GIGIL. “It was a striking way to mark ‘Wednesday”s return, and drive curiosity and engagement from the target audience both at the mall and virally though social conversations.”
CREDITS:
Client: Netflix
Campaign: “Wednesday” season 2 “Black Tears”
Country Marketing Manager: Stef Pajarito
Marketing Production Manager: Nina Mendoza
Agency: GIGIL
Chief Creative Officer: Badong Abesamis
Chief Creative Officer:Herbert Hernandez
Managing Partner: Jake Yrastorza
Creative Director: Leslie Cua
Associate Creative Director: Alvin Adriano
Head of Art: Ronchris Cosme
Art Director: Niña Rivera
Art Director: Haui Sacay
Copywriter: Brandon James Talip
Group Account Director: Micco Balana
Account Director: Abi Reyes
Account Manager: Robert Pabiling
Account Manager: Jordan Chua
Freelance Art Director: Amper Melo
Art Intern: Ashley Creencia
Production
Activation Producer: Ma. Pamela G. Ungco
Production Supervisor: Jamie Franz C. Ramos
Set-up Supervisor: Joemar D. Tan
Production Assistant: Ernesto L. Co Jr.
DOBB Inc.
President: Diosa O. Blancaver-Baldoz
VP of Operations: Rowland Christian C. Baldoz
Project Manager: Val Jose Magsajo
Admin: Phoebe Mervic G. Guarino
Supervisor: John Reyes
Documentation:
Producers: Sasa Abella, Denise Blanco Elizon
Director/Editor: Sherard Yu
Audio Engineer: Vener Ariston
Project Manager: Jayann Carreon Bautista
Photographer: Jeth Wayne Esplana
Production Assistants: Sebastian Guerzon, Michael Culaste, Joseph Magnaye, Jayson Dumpa
