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Brief

Sponge Bob’s challenge

At the beginning of the school year, SpongeBob decides to slightly change his career path and open a recording studio. The Pineapple Studio of course. He invites world-class stars to dub the characters from his show.

The task for us?

To encourage kids from 9 European countries to watch special episodes featuring the local stars and get engaged in digital activity accompanying the cartoon?

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Solutions

Involve the youngsters

We decided to create the Pineapple Studio available to all. There was a special website, where celebrities invited everybody to watch the episodes featuring the stars themselves. In Poland SpongeBob’s guests were renowned Polish music stars: David Podsiadło, Kayah, Michael Szpak, Maryla Rodowicz and Wojciech Łozo Łozowski. The public then voted for their favourites, which was done by shouting at top of one’s lungs (the evaluation scale was from meh to frenzy). The fans could also dub their favourite scenes from the show, and the recordings were shared on e.g. Facebook.

Total frenzy

Result

Total frenzy

SpongeBob’s fans, as usually, did not disappoint. Within two weeks, during which the special episodes were shown, more than 5 000 users registered at the website. The SquarePants’ lovers recorded more than 2 000 of dubbing versions of the cartoon. As reported by those close to SpongeBob, the character was delighted.