100 BLOODY ACRES

While at Loud&Clear, I led the creative for a multi-platform campaign for the cult Aussie comedy-horror film 100 Bloody Acres, written and directed by The Cairnes Brothers.

At the centre was morgansorganic.com- a pixel-perfect, interactive 8-bit landing page for the brothers’ shady fertiliser business, designed by pixel-art legends eBoy. The site introduced users to the world of 100 Bloody Acres without ever mentioning the film, immersing them in the lo-fi, small-town weirdness of Morgan’s Organic.

From there, the campaign expanded into a full-blown transmedia universe: a playable homepage game, character-based Twitter and Facebook accounts, fake local news sites, and a catalogue of lo-fi community radio and TV content. A second phase of the site launched closer to the release, taking users on a journey through the town of Yandoit and deeper into the twisted world of the film.

As part of the project we also created an experiential campaign that invited people to Instagram their body parts for instant “appraisals” from Morgan’s Organic. As the premiere approached, we mailed severed fingers to key bloggers and reviewers—each one containing a hidden USB with behind-the-scenes footage and interviews.

It was gruesome, hilarious, and one of the most delightfully deranged campaigns I’ve ever worked on.