The main concept of the campaign is shown to the public as “clues” to what this movie is by not showing the title and just showing images.
The cryptic slow reveal will show clues to build up hype about an upcoming Scooby-Doo movie. The first advertisement shows a dog bowl full of snacks where people can eat for free. The bowl is placed on a trap just to show the concept from Scooby-Doo where the villains/monsters always try to lure Scooby-Doo using food as Scooby-Doo always gets distracted by just seeing food. There is a sign that there are “free snacks” so that people know that they can take some for free and has a hashtag “Don’t Get Caught” on the biscuits so people can see it personally and check out the hashtag in social medias. The billboard advertisement has a scary background that seems like you’re walking in the woods similar to what happened to Scooby-Doo in the movie. A Scooby snack with the hashtag is also shown on the Billboard so people can see from afar what this is (to get a closer look, especially for those that are scared to come close because they would think that this is a real trap). The meaning behind this is that in the movie, the goal of the mysterious villain(SPOILER: Scrappy-Doo), is to capture someone with a pure soul. The overall tone of this advertisement should be silly because it’s obviously a trap but the monster still attempts to entice you with free food.
The second advertisement presents the cast’s feet/shoes that makes it look like they are hiding. This is inspired from the scenes where they hide behind things or disguise themselves which they mostly do even in the cartoon series. The public will get ideas that these are the shoes of the characters based on their iconic personalities. And Scooby-Doo’s feet are already a giveaway to hint that there is a Scooby-Doo movie coming soon. This is also a fun treat to the viewers by guessing who’s who? There is also an indication of a “free ride” so people know that they can hop on the bus for free. The bus will always be parked somewhere so that people can line up and take photos with the bus. With that, they can post it in social media by using the hashtag found at the back of the bus to create additional hype that aligns with the previous advertisement.
The last advertisement came from the idea where Vilma tries to decode or translate the Daemon Ritus (the pyramid artifact shown in the advertisement). I added a magnifying glass to make it seem like you are trying to look into the scriptures engraved on this artifact. The advertisement is trying to prepare the audience of another mystery(USP) and by trying to look into this artifact using some special glasses, you will see the reveal of a Scooby Doo movie and also a date for when the movie is showing. The QR code will be the CTA that will direct people to the movie website where they will get more information about the movie details.