The Last of Us: Look For The Light Challenge

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The Brief

HBO Asia desired a more meaningful way to launch its new HBO Original series, The Last Of Us, based on the award-winning game franchise with a strong cult following, in Southeast Asia.

The Problem

While fans of the games were already taken by its deeply moving theme of finding the light of hope even in the darkness of a post-apocalyptic world, HBO Asia needed fans and potential fans to connect with the HBO Original series, its characters, and storyline on a whole new level.

The Solution

Focusing on a the global campaign line taken from the Fireflies' mantra: ‘When you’re lost in the darkness, look for the light,’ we infected social media with the #LookForTheLightChallenge.

The Challenges

The challenge rallied Southeast Asian fans to look for the light of hope in their own lives based on four prompts inspired by key series plot points for a chance to win the highly coveted Playstation 5.