House of Kardashian
Sky TV
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Love them or hate them, the Kardashians always get a reaction. So, to drive talkability, excitement and cut-through, we threw fuel on the fire and celebrated the divisiveness surrounding the family, posing the question: Are they a feminist force for good, or a danger to women’s fight for equality across the world?
To tease the campaign we used a simple clip pull from the documentary of their biggest contributor, Caitlyn Jenner. It got fans hyped about what dirt she was about to dish.
Then right before release we shared a simple, copy-led idea that features a “reverse poem”. If you read it naturally it gives a positive message in defence of the Kardashians, but reading it from bottom to top reveals the complete opposite. This quickly became the standout piece of the campaign and won us a few awards.
