STRATEGY
PR (2025)
The Bear Joburg Experience - Disney +
JPG
MOV
1m:59s
Bronze
| Title: | The Bear Joburg Experience |
|---|---|
| Brand: | Disney + |
| Product: | FX's The Bear |
| Agency Name or Internal: | Clockwork |
| Production Company: | Mighty Fine, Studio H |
| Brand Representative/Marketing Director: | Jared Stokes,Luane Lavery |
| Agency: | Clockwork |
| CCO: | Jacques Shalom |
| Copywriter: | Gregory Walker |
| Creative Director: | Gregory Walker,Marc de la Querra |
| Art Director: | Marc De La Querra, Jani Furniss |
| Producer: | Stephnie McCarthy,Lindelwa Dlamini |
| Business Unit Director: | Gugu Sithole,Sinothile Sikhakhane,Qhawe Sebela,Sergio Santos-van Vuuren |
| Executive Summary: | What do you get when you combine South Africa’s trendiest restaurant, one of TV’s most chaotic shows, and zero traditional media spend? You get The Bear Joburg Experience: an unfiltered, high-pressure pop-up stunt that turned FX’s The Bear into a real-life meltdown... and a media frenzy. Disney+ recreated the world of The Bear inside Johannesburg’s Acid Food & Wine Bar, complete with screaming chefs, boiling points, and choreographed chaos. Then (in true The Bear fashion) we took that pressure live: flooding social media, hijacking DOOH, and sparking national coverage across print, digital, and broadcast platforms. No actors. Just raw emotion, influencer cameos, and guests who didn’t just dine, but endured. This was entertainment PR at its most immersive. A four-course sensory storm, engineered for virality, with R8 million+ in earned value, 47 million+ social impressions, and a 4% bump in subscriptions. Not just a show launch. A public breakdown, served hot. |
