The live-action adaptation of One Piece was Netflix’s biggest release of 2023 and one that fans had eagerly anticipated for years. It tells the story of a beloved pirate crew searching for the world’s greatest treasure.

Since Indonesia is known for its large One Piece fanbase, it was a potential country where the series could hit big.

Our task was to create a campaign that could wow existing One Piece fans and intrigue non-fans.

The objective was to spark FOMO around the title and get Indonesians to watch it.

A live action One Piece deserves a live action campaign.

So, to promote the series, we brought the world to life beyond the screen and into fans’ daily lives. We recreated some of the most iconic objects from the show, including the ship, and allowed fans to really interact with them.

Fans love the author, and for a long time, both were protective of doing a live-action. After all, why mess with the anime's perfection? Plus, there had also been many failed attempts on other series, namely Dragon Ball and Avatar.

So when the author finally gave his approval, it was a huge deal for fans. Everybody was nervous, fearing that the live-action wouldn’t do it justice, and at the same time, excited because they could finally see One Piece come to life with real actors & VFX.

It was clear that the campaign had to mirror the show's intention - to bring to (real) life the world of One Piece.

We built a real ship to recreate the iconic Going Merry ship in painstaking detail. Fans were able to board it just like the fictional crew and take photos in fan-favorite areas from the series, such as Nami’s tangerine garden and the famous goat figurehead. They could also get up close and personal with iconic items, such as the devil fruit and the snail phone.

We also promoted the event through 3 other executions. First, we playfully took over Indonesia’s independence month by parading the Straw Hat Pirate flags on a street full of national flags. We then recruited Indonesia’s most famous fruit influencer to review the iconic devil fruit that gives the main character his rubbery power. We also got Indonesia’s most famous tech influencer to review the snail phone.

More than 4.000 fans waited all day to board the ship and it was organically covered by 285 media publications. It gathered over 334 million impressions and 28.6 million engagements, making it Netflix Indonesia’s biggest campaign of the year. But most importantly, the campaign managed to stoke the hype for the One Piece live-action series and turned it into the most-watched show in Indonesia for 4 consecutive weeks.