Hunger Games: The Ballad of Realities and Ratings

Client: Lionsgate

In 2023, the post-COVID cinema recovery was driven by youth audiences and high-budget blockbusters, posing a challenge for the Hunger Games prequel. With an 8-year gap since the last film and an unfamiliar cast, our strategy focused on creating an immersive experience. The campaign merged Panem’s fictional world with reality through audio intrusions, a partnership with ITV’s Big Brother, and propaganda-style ads on public transport. The film’s release was a success, grossing 20.43% more than its target at the Box Office.