Avatar: The Way of Water

Set more than a decade after the events of the first film, Avatar: The Way of Water begins to tell the story of the Sully family (Jake, Neytiri, and their kids), the trouble that follows them, the lengths they go to keep each other safe, the battles they fight to stay alive, and the tragedies they endure. Directed by James Cameron and produced by Cameron and Jon Landau, the film stars Zoe Saldaña, Sigourney Weaver, Stephen Lang, Cliff Curtis, Joel David Moore, CCH Pounder, Edie Falco, Jemaine Clement, Giovanni Rabisi and Kate Winslet.

The collaboration between Mercedes-Benz and the AVATAR films that began in 2020 with the stunning VISION AVTR showcar was followed in November 2022 by a global co-promotion. The Mercedes-EQ “Earth is our Pandora” campaign promoting Avatar: The Way of Water invites everyone to join the company’s journey to a fully electric future. The marketing measures are centered around a :30 Sec. TVC and accompanied by dedicated websites, various social media activities and a spectacular US premiere sponsorship of the mega-blockbuster.

LOCAVI was in charge of supporting Mercedes-Benz’ project management of this multi-year collaboration, covering all co-promotion & PR elements and also responsible for the coordination of the entire communication and processes between Mercedes-Benz, 20th Century Studios, Disney, Lightstorm Entertainment and several specialized agencies.

Film release: Avatar: The Way of Water - now playing in cinemas worldwide.

Marketing Objectives

PR and Marketing Activities

Locavi's Contributions

INFO

ClientMercedes-Benz

Period2022

MediumFilm

RegionInternational

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Product Placement Agency

LOCAVI is a product placement agency that works to connect film, TV and games producers with consumer goods manufacturers. The goal of marketing via product placement is to situate products in movies, TV shows or games in such a way that they are not perceived as marketing. To that end we develop ideas and strategies that help to guarantee the best product placements possible across a variety of formats.

Branded Entertainment Agency

As a branded entertainment agency we take product placement a step further, turning such opportunities into branded experiences. Whether in movies, TV shows, video games or music clips, we work to integrate your product as a natural part of the storyline, highlighting the experience with your product. Branded Entertainment allows identified target groups to come into contact with the selected product. The audience and user are drawn in by the story and will later take part in spreading the word about your product and brand message on their own accord.