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Fargo Woollens

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Acquisition & Retention / 2016

When it came to promoting Fargo, Season 2 for New Zealand’s online streaming service NEON, we didn’t just need any old story, we needed a credible one. The kind that would earn NEON an authentic place in the conversations Fargo fans were already having about the show. So we created Fargo Woollens. A not-so-cute collection of jumpers, mittens and beanies which were available online in exchange for a NEON subscription. Like the show, the range was delightfully wholesome at first glance, darkly twisted upon closer inspection. Fans loved it, NEON had record subscriptions and, the range sold out.

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