Boy Robot
The We Are Human campaign was created as a cause marketing strategy for Simon and Schuster's 2016 YA focus title, Boy Robot. Securing a national partnership with the It Gets Better Project, We Are Human initiated the publisher's first ever cause integrated marketing campaign, resulting in branding and messaging inside and outside the book, original co-branded campaign video and social media call-to-action for young adult readers.
Campaign Elements
Design
Character artwork release with staggered book excerpts. Flat designs and animation revealing the powers of the characters.
Production
Campaign promotional video featuring original score.
Media
It Gets Better branding on book jacket. Social media call-to-action campaign and competition to become a character in the Boy Robot sequel.
Branding
It Gets Better's first Facebook Live Event featuring panel discussion. Huffington Post article written by Boy Robot author featuring personal It Gets Better video. In-book message from It Gets Better.
Event
The Boy Robot book signing was held at the Barnes and Noble at The Grove in Los Angeles, CA. Fans of Simon's flew in to be with him and support his debut novel release. He did a reading, answered questions and signed limited edition prints of the characters from Boy Robot.
Social Media
We created a social media campaign to raise awareness and hope by having inspired youth write what makes them human on their hand.
The Book
Seventeen-year-old Isaak discovers the truth about his origin and the underground forces that must come together to fight against a secret government organization formed to eradicate those like him in this high-octane science fiction debut.
There once was a boy who was made, not created
In a single night, Isaak's life changed forever.
His adoptive parents were killed, a mysterious girl saved him from a team of soldiers, and he learned of his own dark and destructive origin.
An origin he doesn't want to believe, but one he cannot deny.
Isaak is a Robot: a government-made synthetic human, produced as a weapon and now hunted, marked for termination.
The Characters
Illustrations and animations of the vavcious characters of Boy Robot
Social Media
We created a social media campaign to raise awareness and hope by having inspired youth write what makes them human on their hand.