JACKASS 4EVER
HATERS
CAMPAIGN.

The opportunity

During Mexico's fourth COVID wave, cinemas were still struggling to bring audiences back. Paramount was releasing Jackass Forever, the newest chapter in one of film's most notorious franchises, and needed to make seeing it in theaters feel unmissable.

The campaign

We leaned into the franchise's irreverence by doing the one thing a movie campaign should never do: tell people not to watch it. Negative comments from haters became the center of a guerrilla, wild-posting and social campaign, letting outrage, curiosity and pure morbid fascination do the rest.