Clients Nickelodeon, Industry Media and Entertainment, Expertise Environments
Challenge
Nickelodeon asked FITCH to create a global brand experience for SpongeBob SquarePants. Our challenge was to elevate SpongeBob to pop-icon status, and increase his cultural reach with fans who may no longer be watching him on television.
SpongeBob has been called the “hippest cartoon character on the planet.” Justin Timberlake and Scarlett Johansson are huge fans. Fashion icon Marc Jacobs sports a SpongeBob tattoo. Contemporary artist Richard Prince has even been inspired to include the sea sponge in his paintings!
Insight
‘Absorbent: a SpongeBob exhibit’ invites fans to see how the happy-go-lucky sea sponge is influencing fashion, culture, and media. This unique and immersive modern art exhibition, which first opened in Moscow, is now opening in Geneva.
Solution
FITCH’s traveling exhibition translated the squeaky clean character’s essence into works of art for fans of all ages. “Absorbent” launched in September 2011 at the Flacon Design Plant in Moscow, and will travel across Europe in 2012. Next stop Geneva. Fans discover SpongeBob’s impact on media, fashion, culture, and “positivity.” The interactive, museum-quality experience is meant to inspire the kid in all of us.