A Quiet Place: Day One
Amplify the Silence
STRATEGY: Target existing fan base and audiences of A Quiet Place franchise to generate buzz for the release of the newest film.
IDEA: Involve fans in collaboration with the NAD to put their knowledge of ASL and their creative survival tactics to the test.
Disciplines: Advertising, Design, Microsite, Print, OOH, Promo Radio Ad, Promo TV Ad, Email
Paramount Pictures A Quiet Place: Day One is a spin-off of the A Quiet Place franchise movies. The film is set at the beginning of the invasion as humanity scrambles to survive, before the events of the original film. A woman named Sam (Lupita Nyong’o) must survive an invasion in New York City by bloodthirsty alien creatures with ultrasonic sound hearing. The franchise movies are primarily foley and SFX driven.
In developing the tactics I was inspired by one core idea that is thread throughout the collection of movies, American Sign Language. I was tasked to develop an integrated campaign for this movie, and to create a multi-platform narrative that merges the fictional world with reality, that would engage audiences through an immersive brand experience and participate in the story.
Out of Home | OOH
Radio
I created a radio ad to promote the release of A Quiet Place: Day One movie and bring awareness to noise pollution. Noise pollution is an invisible danger. Noise pollution can cause health problems for people, wildlife, both on land and in the sea. The goal was to get others to be more sensible of their surroundings and practice noise pollution elimination.
Microsite
Pop-up Silent Escape Room
This pop-up silent escape room in NYC is an intense horror escape room for fans of the blockbuster movie. Ten players will race the clock to help each other solve clues and puzzles related to the extraterrestrial creatures themed movie. The players will try their best to make it out of this five room, three floor escape room in time without making a sound as these creature’s hunt players one by one, and attack any source of noise. Players may experience darkness, fog, loud sounds, flashing lights, and moments of extreme dread.
THE BRIEF
Why are we advertising? A Quiet Place Day One is to be released June 28, 2024.
What is the advertising trying to do? Generate buzz and engage audiences through an immersive and interactive brand experience.
Who are we talking to? A Quiet Place existing fan base.
What do we know about them that will help us? Male and females aged 25-45 with interest in sci-fi, horror, and gaming.
What is the main thought we have to put across? Bring awareness to the power of knowing American Sign Language | ASL, and reducing noise pollution.
What is the best way of achieving this? Invite fans to play movie trivia while learning American Sign Language.