One of the biggest releases of the year, The Witcher was a highly anticipated series that had to reach beyond the hardcore fantasy genre fans.
Our integrated campaign aimed to do just that. To start things off, we let The Witcher universe spill over into our own. Our protagonist Geralt’s sword tore through huge billboards in Istanbul both in 2D and 3D. We then took the campaign to digital on launch day. Some of the most popular outdoor spots and highest visited websites in Turkey were invaded with our Kikimora monster takeover. Visitors who wanted to login had to pass a special “I am not a monster” CAPTCHA.
Overall, the campaign helped The Witcher become one of the biggest Netflix releases ever in Turkey.