We set out to make the splat famous. With Nickelodeon’s new logo– an amorphous, ever-changing, never-the-same splat, came a whole new identity based on breaking the rules and slipping outside of the boundaries the real world sets for us. We wanted to make Nickelodeon feel like an escape from the boring old adult world. It can be figurative– something to let your mind wander to in a doctor’s office waiting room or Ms. Jensen’s Social Studies class, but it can also be literal– becoming physical portals of goo to squish your way through to a whole other world. Either way, fun should always be priority number one, whether you’re a kid or haven’t been a kid for quite some time.

Presenting the “We Make Fun” campaign, a multi-medium branding effort that aimed to capture Nickelodeon’s rich and absurd slime-soaked history while also updating the tone and presentation for modern audiences of all ages. In a series of new channel idents that aired on TV, online and in-between shows on their own platform, kids traveled through the Nickelodeon Splat to find magical, melty, weird and sometimes gross wonderlands. The Splat logo became an escape hatch from the boring normal world.

It’s been 14 years since Nickelodeon last saw such a massive refresh. We recognized the honor that was bestowed upon us to shape such a monolith of popular culture like this, so our primary objective was to ring in the brand’s new look with a campaign that smashed headlines all over the world– one that not only got kids excited about the world of green slime and talking sponges, but also to reimagine the Nick that we all are familiar with. The one we grew up on. The one we now find ourselves showing our own kids years later.

The We Make Fun campaign achieved reaching young audiences in top digital spaces. Our efforts across YouTube Kids garnered over 50MM impressions and over 82MM impressions on YouTube Main.

Our campaign successfully communicated the Splat as a key symbol synonymous with Nickelodeon. Video creative reinforced Nickelodeon’s brand promise of an outrageously fun and funny environment among all our audiences’ (kids, young adults, parents) and re-engaged them with the brand in a memorable way. [from qual research]

Our brand refresh campaign launch resonated with both consumers and partners across industries, culminating in widespread buzz with hundreds of million impressions across social platforms and press outlets.