Subaru + G.I.Joe

 

WE WERE APPROACHED BY CAR DISTRIBUTOR SUBARU AUSTRALIA AND THEIR CREATIVE AGENCY DISCIPLE WITH AN OUT OF THE BOX IDEA!

They wanted to bring iconic action figure G.I. Joe to life in a campaign for the all-new, all-action Levorg. We managed liaison with rights holder Hasbro, working through the license negotiation, creative and brand assurance processes.

THE CAMPAIGN CONSISTED OF 45”, 30” AND 15” TV COMMERCIALS, 7 PRODUCT VIDEOS, CINEMA, OUTDOOR, PRINT, DIGITAL, SOCIAL MEDIA, SPONSORSHIP ACTIVATIONS, AND DEALERSHIP BRANDING.

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AUTHENTICITY IS VERY IMPORTANT FOR OUR BRAND, THEREFORE CRUCIAL THAT WE USED THE ORIGINAL G.I JOE FOR THE LAUNCH OF THE ALL-NEW, ALL-ACTION LEVORG, NOT A GENERIC ACTION FIGURE.

AMANDA LEANEY
NATIONAL MARKETING MANAGER at SUBARU AUSTRALIA

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WE WERE AFTER AN ICONIC ACTION FIGURE FOR OUR NEW ‘ALL-ACTION ALL-NEW LEVORG’ CAMPAIGN AND G.I. JOE WAS OUR CHARACTER OF CHOICE.

Born Licensing facilitated the relationship with Hasbro, which included negotiating a deal in a very short period of time. I don’t think we would have been able to achieve such a result without Born Licensing.

VINCENT PLED
SUBARU ACCOUNT DIRECTOR at DISCIPLE

G.I. JOE © 2016 HASBRO. All Rights Reserved

Contact

London: +44 7438 301 920
david.born@bornlicensing.com

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