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How we created the world’s largest cracker billboard
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Cracking up audiences with Crackers + Raccoons
To launch its next big hit, Royal Crackers, Adult Swim wanted to give fans and media a glimpse of the chaos awaiting them. The show is centered on a family’s ridiculous and over-the-top efforts to get their cracker business growing again.
XDA partnered with Adult Swim on something equally wild: create a billboard made entirely of crackers and invite a group of raccoons to destroy it.
XDA collaborated with artists, animal trainers, and designers to create this cracker billboard. Adult Swim captured it all to create a 30-second video for social media to hype up the premiere. A second billboard was placed on Atlanta’s well-trafficked Beltline for added visibility.
As the crackers fell off, it revealed the show’s tune-in details painted on the wood backing and a QR code to satisfy curious passersby.
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The results
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