With no social presence beyond an outdated Facebook page and with Shrek 5 on the horizon, Universal came to us to launch the rest of the ogre’s official digital footprint while avoiding the one thing fans would never forgive: making Shrek feel corporate. In the 22 years since Shrek’s premiere, he has become one of the most omnipresent figures online thanks to memes. But with that fan-driven creativity (often NSFW) came a challenge: when fans control the narrative, where and how does the brand does the brand fit in? Shrek couldn’t just show up; he had to earn his place among his fans and the culture that was largely built ironically without him.
Leaning into the idea of “Bringing Far Far Away Into Today,” we reintroduced Shrek on the internet’s terms, launching social channels with a voice and content that leaned into the absurdity, irreverence, and meme culture fans already loved. Through a “Shrek-ification” lens — filtering trends and current events through the world of Far Far Away — we built official channels that felt proudly unofficial, kept Shrek delightfully weird, and reignited the fandom while bringing his fairytale kingdom squarely into today’s internet culture.
In just a year, Shrek’s pages racked up 1.64M followers, 37.8M engagements, and 444M views — all organic.
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