The Context

For the 2024 Paris Summer Olympics, Warner Bros. announced an official licensing partnership with the IOC, giving every brand and property in its orbit a reason to get in on the Games.

With Space Jam already in its DNA, Looney Tunes was a natural fit for the world of athletics. Following the runaway success of the previous year’s ACME Fools stunt, we saw an opportunity to bring that same spirit back for another April 1 takeover.

The Challenge

With every brand competing for Olympic attention through athlete endorsements and self-serious ads, how could Looney Tunes break through and win over sports fans?

The Insight

Looney Tunes has been doing athletic feats for 80+ years. The only difference is their version of peak performance usually involves an anvil, an explosive device, or running straight off a cliff.

The Strategy

Treat Looney Tunes' cartoon physics like an elite training regimen.

The Execution

ACME BOOTCAMP. TRAIN LIKE A TOON.

We created a high-intensity training program built around five real areas of fitness, putting elite athletes to the test with ACME products as their very questionable training equipment.

We teased the program with recruitment posters and a TikTok filter that turned each fitness area into a playable challenge, before revealing four hero spots starring Olympians on April Fools.