Frasier Advice Line
Role: Creative Director
Client: Paramount+
Agency: Movement Strategy
Paramount+ tasked us with announcing the 30th anniversary of Frasier to drum up excitement ahead of the reboot’s premiere. But it came with a catch: the SAG-AFTRA strikes meant zero access to the cast.
What we did have was eleven seasons of past episodes and a passionate fanbase who had been quoting Frasier on subreddits for the past decade. So, we made something memorable for them.
As Creative Director, I led a small creative team to develop an experience that let fans replay a feeling they'd missed, on demand.
We set up a direct phone line, to some of Frasier's best words of advice, mimicking Frasier's KACLradio show in the series.
The Frasier Advice Line racked up 7,402 callers in 12 hours, with no paid media support. Following the stunt, my team and I ran the Instagram and TikTok handles for the two seasons of the reboot.
Instagram Support
