After the confectionary pastels of The Grand Budapest Hotel, Wes Anderson fans might have wondered where his imagination would take them next. The answer: a literal pile of garbage. (But of course, garbage like only Wes Anderson could design.) This is the world of Isle of Dogs, a rugged, gloriously dirty terrain that reclaims the scrappy sense of adventure for dogs overtaken by the expectation that they helm Instagram accounts in tiny outfits.
Our campaign sought to transport fans into the world Anderson created and to capture the true spirit of these noble wild animals—fiercely loyal, a little scruffy, and always willing to get their paws dirty for a friend.
✧ CLIO ENTERTAINMENT GOLD
✧ CLIO ENTERTAINMENT BRONZE
✧ SILVER SHORTY AWARD
✧ FWA SITE OF THE DAY
✧ AWWWARDS SITE OF THE DAY
✧ BEHANCE FEATURED PROJECT
Daily Scraps is a lottery-style mobile site, inspired by Wes Anderson’s unmatched attention to detail, the huge amount of prop photography we received, and the scrappiness of the film’s four-legged heroes. Each day for two weeks, fans had a one-hour window to dig through virtual trash, fighting each other and the odds in hopes of finding a winning Puppy Snap.
These Puppy Snaps were definitely worth the fight, since the lucky dogs who found them won real-life prizes like props from the film. Along the way, fans got to uncover hundreds of detailed images of the film’s meticulously-stylized set pieces with added commentary from the dogs—a treat in itself.
On social, we brought the film to life across three distinct channels. Twitter gave fans all the latest from Trash Island (as tweeted by its four-legged inhabitants), Facebook was your source for news from the humans in Megasaki (including interruptions from the pro-dog resistance), and Instagram provided a curated visual experience highlighting Wes Anderson’s distinct style in eye-catching triptychs.
We also created a few engagement challenges that got fans to play along, like asking them to submit photos of their pets for diagnosis re: dog flu, creating a Facebook job application for them to officially join the pro-dog cause, and inviting them to write us dog-inspired haikus where the winners were read by the one and only Jeff Goldblum.
For this project, I worked with our team’s designers, developers and editors to craft copy for both the site and social content. I also got to dig through thousands of behind-the-scenes images to select props for the site experience which, as a fan of Wes Anderson’s attention to detail, was a treat as good as a Puppy Snap.
ECD: Fernando Ramirez
CD: Hleb Marholin
ACD: Arin Delaney
CONTENT DIRECTOR: Ryan Shelton
PRODUCER: Greg Meltzer
DESIGN: Marvin Schwaibold, Louis Ansa, Ellen Fabini, Alex Hsu
DEV: Florian Morel, Baptiste Briel, William Chen
EDITORS: Rudy Vermorel, Garett Gioia
SOCIAL MEDIA MANAGERS: Alex Cipriano, Maitlyn Phan