International social launch - War for the Planet of the Apes

The challenge:
To deliver a multi-layered digital campaign that focused on the deep character storyline rather than the potentially devisive subject of WAR.
The Approach:
The campaign was designed to inspire conversation and spark debate surrounding the details from both sides of the conflict. The core idea was to give our audience a rich back story to the central protagonists, and that this is not as simple as a good versus evil war story.