Rick and Morty:
Global Wormageddon
Client: Adult Swim
Role: Associate Creative Director
Agency: Movement Strategy
Clio Entertainment (2023)
Shortlist – Social Media: Fan Engagement
3X Shorty Awards (2023)
Gold – Organic Promotion
Silver – Event & Experiential
Finalist – Real-Time Response
Digiday Awards (2023)
Finalist – Best Organic Marketing Campaign
OMMA Awards (2023)
Winner – Contest/Promotion/Sweepstakes
ProMax Global Excellence (2023)
Bronze – Organic Use of Social to Promote a Program or Series
The One Show Awards (2023)
Shortlist – Social Media: Active Engagement
We opened the world’s biggest can of worms to get Rick and Morty fans to scour the entire Earth for clues in anticipation of Season 6.
When Adult Swim approached us with a concept for a [literally] global, experiential stunt warning the planet of an impending alien worm invasion, we immediately mobilized.
Our goal: Reignite global fan excitement and engagement for Rick and Morty Season 6 by creating a buzzworthy, immersive experience that bridges the show's universe with the real world, encouraging both online interaction and physical participation.
Fans would decipher clues to discover 14 larger-than-life-sized installations across the globe.
First discoverers at each location were rewarded with exclusive (and shiny!) "Golden Rick Heads," amplifying urgency and participation.
However, these quests laid for the fans were far from easy.
One installation was placed in the sprawling city of Manila, one in a breezy California beach town, and another required attending an Arsenal Football Club game to find.
This was a high-stakes test of precision. One wrong character typed, and fans wouldn’t just knock on the wrong door—they’d land in the wrong continent.
We employed 80's a mix of Cold War-era and futurist-inspired designs, interspersed with show clips, to maintain thematic consistency with the campaign’s apocalyptic messaging.
This treatment was applied to clues, cryptic teasers, and announcements, totalling over 200 assets posted in just over 3 weeks.
Rick & Morty fans are notably participatory. We knew they would rise to the occasion, but the resulting excitement was beyond ours and our friends at Adult Swim’s wildest dreams.
Fans were clamoring, arguing, and climbing over each other to solve the clues. When the search was finished, and the intruding worms had been defeated, we had only these results to go by: