Work / Shaw / 2016 / Brand Story
Before launching its new live TV streaming app in 2016, Shaw challenged us to give the service an approachable name and personality that stood out from the crowd.
So, we called the app FreeRange TV, and hatched a TV-loving spokesbot named Buck to spread word.
For FreeRange TV, the chicken came first.
Buck’s character was carefully crafted from scratch. We gave him a TV obsessed personality, and a jetpack for navigating the real world.
Buck drove awareness for TV, OOH and stunts. We converted this awareness into downloads with targeted and contextual social posts that linked directly to the app store.
Buck learned to fly on TV and OOH.
The campaign spread its wings with stunts and on social.