Harry Potter // Scholastic Inc.

New York, NY

Harry Potter and the Deathly Hallows: The final installment of the Harry Potter series—one of the most highly anticipated books of all time—was fueled by id29. It’s a good story, please bear with us for the abridged version:

Scholastic’s creative director calls and asks if we can be in NYC the following day. Speaking in an unusually hushed tone, he reveals that he has a big project that we might be interested in. He mentions a 7th book, something about a boy wizard with glasses, the importance of absolute secrecy and rather large expectations.

We show up Scholastic’s HQ the next day at 11am. Top management is there, as is their rather serious legal counsel. They explain that they need some extra special secret sauce to fuel the integrated campaign for the final Harry Potter book, and ask if we would like to be part of a paid project to provide creative and non-traditional media strategy. They also reveal that we’re up against four of the world’s largest, most capable agencies. Oh, and we have 1.5 weeks to impress them.

A week and a half later, we show up at Scholastic once again. We walk them through our work, our strategy and our vision. We leave knowing that our work is up against agencies with virtually unlimited resources and fame compared to ours. Less than 24 hours later, we get the call. We got the job. For the next seven months, we executed our creative and nearly every element of the marketing plan. Big project. Small agency. Great fit.


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