Wickedly open to finding your magic
You know that one friend in the group chat who turns your text bubbles green? Well, you can stop judging them now. Because texting between Android and iPhone has been changed for good. Just in time for a movie all about celebrating your green. Talk about a wicked coincidence!
We teamed up to create a social-first campaign that celebrates the magic of being wickedly open to your own green (and everyone else’s).
Wickedly open to yourself
Featuring Android's first anthem, voiced by the Wicked Witch herself, Cynthia Erivo.
Wickedly open to others (even witches)
Elphaba’s Biggest Fan, Elphabot, even came to life on social.
Wickedly open to all bubble colors
Hard-working paid merged Android messaging with moments and dialogue from the film. They kicked off in Times Square, entertaining Broadway theater-goers with a little Elphabot magic.
Wickedly open group chats
We even hosted a Wickedly Open Group chat for all fans and bubble colors, showing how much more inclusive group chats have become — starring the film’s leading man Jonathan Bailey. Each segment gave a spotlight to the acceptance, individuality, and dancing-through-life-ness of Wicked and Android's shared DNA.
This campaign is still live, but impressions are already rising over 180 million sets of eyeballs, with lots of love for Android and witches alike.
TEAM GREEN
Copy Lead: Amy Travis
Visual Lead: Rizzo
Group Creative Director: Alicia Marder
Brand Leads: Blake Benson, Michele Beno
Social Lead: Nicolette Orlemans
Director: Nick + Charles of M ss ng P eces
Productions & Animation: M ss ng P eces + Union + Hunter
Social Agency (Elphabot work): Laundry Service
Lead Social Creatives: Michelle Lawrence, Hawley Martin