The internet was buzzing with noise about the new season of Fargo. But our client wasn't featuring in any of it. As New Zealand's leading online streaming service, NEON needed to … read morecapture the imagination of the local online community and earn an authentic place in the conversation.
So we created Fargo Woollens. A not-so-cute collection of jumpers, mittens and beanies which were available online in exchange for a NEON subscription. Like the show, the range was delightfully wholesome at first glance, darkly twisted upon closer inspection.
To reach this niche audience we invited the biggest players in New Zealand's pop culture, fashion and music industries to our fashion launch and live shoot. We then sent them their very own piece of the gruesome knitwear, which they shared with their fan bases.
Fans loved it. The range sold out and Fargo, Season 2 premiered to NEON's largest audience to date.
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