The Wild Robot: Roz Asks "Do You Need Assistance?"

Shortlist Award

Roz Asks "Do You Need Assistance?"

The Wild Robot

United States

2025

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Roz Asks "Do You Need Assistance?"...

Entrant Company

AvatarLabs, Inc.

Program

Clio Entertainment 2025

Industry Type

Theatrical

Medium

Digital, Mobile & Social Media

Category

Social Media

Subcategory

Organic Social Media Post

To introduce audiences to Roz, the titular star of The Wild Robot, we created a TikTok and Instagram Reels series where she unexpectedly “assisted” beloved DreamWorks and Universal animation characters. The campaign leaned into Roz’s polite robotic nature and paired it with offbeat, chaotic, and humorous scenes from films like Kung Fu Panda, Shrek, and How to Train Your Dragon. Each short clip featured Roz popping into the scene, delivering her now-signature line - “Do you need assistance?” - and receiving hilarious reactions in return. By rotoscoping Roz into these iconic moments, we tapped into fan nostalgia while introducing a brand-new character in a way that was fresh, funny, and deeply shareable. The 7-video series earned over 5 million views across TikTok and Instagram, with top-performing clips featuring Shrek and the Penguins of Madagascar earning 1.9M and 1.2M views, respectively.

All 2025 Winners

Executions

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