Reddit x Love Island Partnership
For season 8 of Love Island, Reddit has decided to partner with the show to become the official fan partner. The challenge was to get more of the Love Island audience to sign up to Reddit to take part in the conversation around the show. People know of Reddit, however, most young people are not using the platform. So the way the team and I addressed this was by bringing Reddit to life from a user’s perspective to show just how easy it is to use and its unique features.
I got to work with Reddit to help bring the campaign partnership between Reddit and Love Island to life in the form of a 20-second TV broadcast spot, and social channels, in accordance with the platform’s aspect ratios and the ITV HUB.
In this collaboration between the two brands, Reddit decided to partner with the show to become the 'official fan partner' of this year's series. To bring collaboration full circle, the concept focused on educating the audience on using Reddit by bringing the subReddit to life, showcasing the community and conversations in a highly vibrant and engaging motion graphic animation that really made the campaign come to life.
By utilising the brand assets supplied by Reddit as well as their visual guidelines, whilst making use of 3D assets that Kitchen Creative Studio produced for the launch campaign of series 8, the team and I used these assets to push the design further by using motion design to unify the assets with the creative concept to produce the campaign. To enhance the energy of the creative and provide a level of excitement around the partnership launch, we bought in Love Island super fan Sam Thompson to be the voiceover artist. This was complemented by including custom sound design in sync with the animation to enhance the high energy throughout the journey.
To ensure that the effectivness of the campaign sustained from the launch, the idea to create updatable episodic templates to run throughout the series were implemented to prompt viewers to join the conversation on Reddit. These templates housed an iconic clip of a moment from within the show, along real posts from Reddit users on the clip. This helped to show viewers how much of the Love Island is on the platform, showcasing authentic engagement that is happening on the platform, finishing with the prompt to join in.
These ran every two weeks, with the launch running for the first three weeks of the show. All of which aired on TV, ITV Hub, Instagram and Tik Tok.
A big team effort, bought together through creativity to make this partnership a success. The uniqueness of the collaboration fused with the high energy compacted into the campaign really brought Reddit's brand to life through the visual engagement that the team and I were able to produce.
Credits:
Creative direction: Jonathan Clarke-Ezzidio & Alex Mathieson
Motion designer: Francois Cassin
Producer: Kate Boddington
Campaign Managers: Annabelle Wong
Sound Design: Richard Nathan
