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Happy Gilmore 2
Amplify + Netflix encourage fans to find their happy place again.
Challenge
For Australian Happy Gilmore fans, the release of Happy Gilmore 2 was an opportunity to relive the excitement and nostalgia of the original movie - bringing fans back to their happy place again.
Taking one of his most legendary characters out of retirement - Happy must go back to his underdog roots to pull off one of the greatest comeback stories of all time.
Insight + Strategy
Aussies always love a ballsy underdog who sticks it to the status quo and plays his own way.
Happy is the epitome of the very underdog our audience connects with, triggering that feeling of nostalgia, through his #DGAF energy and feud with adversary Shooter McGavin.
By embracing Happy’s signature irreverent style, and maintaining the relatable everyman perspective that resonates - we invited our audience in on a joke with IYKYK nostalgia.
Solution
Ballsy Billboards
A series of ballsy stunts across digital and physical platforms that swing at an iconic character we all love to hate, Shooter McGavin. Each disruptive stunt encouraged fans to take aim and channel their happy place again.
Breaking traditional OOH formats, unmissable and ballsy creative media placements brought together two iconic characters into a street-side feud across Australia.
Alongside the media takeover, awareness extended further with a Callaway partnership that recruited golfing athletes to tee-off the campaign with creator content, in a classic Happy larrikan way - taking aim at life size, Shooter McGavin cut-outs.
Conversation was further sustained with media extensions across digital and social with a targeted physical presence at a range of Sydney bars.
The pop-up stunt gave our audience their own shot at Shooter McGavin, with a patch of serene green that set the stunt in contrast to the bustling urban environment of Martin Place. The physical bespoke build openly invited the general public to try their hand at driving golf balls into the crotch of a large-scale Shooter McGavin.
Players who took a swing had the chance to win Limited Edition Callaway prizes, for best embodying qualities of Happy Gilmore in their drives. Each hit, whether a miss or ‘balls-eye’, prompted a heckle from Shooter.
A call to action was filmed with the iconic Shooter McGavin actor Christopher McDonald, challenging Aussies to come down and take a swing at his golden balls, if they dare.