Sr CW
Agency:
nice&frank
Sanrio came to us with a question. Who is the next character to activate and how to promote them? We racked our brains and decided to bet on Kuromi, the Kawaii queen of duality. She is naughty&nice, sweet&subversive (thanks LP), and Kawaii&mischief all rolled up into one. Making her the perfect champion for a new generation of fans.
For the month of October (Kuromi’s bday month), physical and digital drops happened inside the Roblox mansion and in-store, including Kuromi x Liquid Death merch and custom Kuromi Crocs. This truly was a labor of love.
CCO: Laura Petruccelli
CD: Grace Hwang
Sr AD: Chelsea Lee
Sr CW: Jared Richmond
We worked with Roblox and Rock Panda Games to re-invigorate Kuromi’s corner of My Hello Kitty Cafe for a special month-long edition of her hide and seek game. And a week before, we released terrifying teasers telling audiences to “GET READY FOR THE CUTEST FRIGHT OF YOUR LIFE” - a bar if I may say so myself.
We got to ideate on in-game merch and as a gamer myself being able to create an in-game gear kit was a lifelong dream. Then, collaboration across every detail made sure that Sanrio and our partners felt seen (and spooky) as we launched our October takeover with the hero spot.