A Lion for a Rat

Guy Patrick
June 25, 2018

We are extremely happy that our recent campaign for Foxtel's prison drama, Wentworth, was awarded a Cannes Lion in the Social / Influencer category. The campaign augmented the shows’ compelling storyline using an innovative format, a chatbot. Assuming the persona of a prison-snitch, The Rat was far more than a chatbot – it was an entirely new character within the Wentworth prison. The Rat smuggled out information about future episodes, becoming a natural extension of the show and ultimately sustaining viewer engagement.But beyond the award, we are even more happy with the results - Wentworth sustained number one show on Foxtel for the entire season and totalled 1.4 years worth of conversational engagement.

Written by

Guy Patrick
Guy Patrick
Guy is not a frustrated artist working in advertising, he digs the industry and all the weird and wonderful thing you learn working in it, and the wonderfully smart people you meet along the way. What makes him different to other CDs? He enjoys the small jobs as much as the big ones.

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