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 a piece of Olympic culture through athlete endorsements and self-serious ads, how could Looney Tunes break through and win over sports fans in a way only Looney Tunes could?

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

Make Looney Tunes’ ridiculous approach to peak physical performance feel like a legitimate training regimen, building toward an April 1 reveal.

The Execution

ACME BOOTCAMP. TRAIN LIKE A TOON.

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

The stunt came to life through teaser posters and a TikTok filter that turned each fitness area into a playable challenge, culminating in four hero spots starring Olympians that dropped on April Fools.