The Dark Knight – Why So Serious?

Warner Brothers worked with 42 Entertainment to develop “Why So Serious?”, a 360 alternate reality experience promoting The Dark Knight movie, online at The campaign has just won the Grand Prix for the Cyber Category at Cannes International Advertising Festival this week, along with two other entries, Tourism Queensland’s Best Job in the World and Fiat’s eco:Drive.

Why So Serious web site

The Why So Serious campaign began in May 2007, using the film’s “Why So Serious” tag line. The viral campaign, though centered on the web, branched out over mobile, mail, flash mobs, scavenger hunts, casual games, user generated content, collaborative narratives and streaming video. The audience was immersed into the saga of Gotham City from the last frame of Batman Begins to the opening scene of The Dark Knight. Over 10 million unique participants in 75 countries made “Why So Serious?” a new benchmark for integrated campaigns. The Dark Knight was the most successful movie of 2008 and the second highest grossing film of all time.

Click on the image below to play the video.

See more on the campaign at Alternative Reality Branding.

Why So Serious web site


The Why So Serious campaign was developed at 42 Entertainment by Creative Director/Lead Designer Alex Lieu, Creative Director/Producer Susan Bonds, Visual Design Director Johnny Rodriguez, Interactive Design Director Michael Borys, Technology Director Todd Mohney, Lead Writer Gary Rosen, Media/Event Producer Robert Fagan, Information Architect George Cook, Web/Print Designer Nik Piscitello, Multi-Media Designer Mario Quezada, Editor Chris May, Event Producer Carolyn Kovacs, Senior Programmer Markus Roskothen.