The Brief

2025 saw the return of The Wonderfully Weird World of Gumball on Cartoon Network. Warner Bros. Discovery wanted a multi-region campaign aimed at children aged 6–12 and their parents to make the launch an unmissable TV event for existing fans and new audiences.

The aim was to increase viewership by raising awareness across key markets in Europe, MENA and South Africa.

Our Response

Our research showed us that programatic DOOH offered a real opportunity to drive awareness at scale, across all the markets and really make the most of the budget. To do this we took a data-driven approach to the brief, combining telco, transaction and demographic insights to identify parents of 6 to 12-year-olds.

Media intelligence shaped an optimised online delivery plan, while strategic POI targeting around cinemas, malls, supermarkets and schools, with smart dayparting, ensured timely engagement during school runs, after-school periods and weekends.

Our creative assets, a mix of static and animated to maximise the DOOH inventory, were bold, funny and captured Gumball’s world. They spoke directly to the audience, drawing comparisons and showcasing how wonderfully weird it all is.