We were tasked with opening Paramount Pictures' new biopic film 'Bob Marley: One Love' and sending it to the top spot at the Australian box office. Our research showed that awareness and listenership of Marley was high amongst 34-55s, but low amongst Gen Zs. Our brief was to bring Marley back into pop culture in 2024, drive social buzz and sampling of his music with Gen Z culture-makers ahead of the film’s release. We partnered with DJ Fisher, Bob Marley’s record label and the Marley Family to launch a rework of Bob Marley's Jammin'. The song was first published as a “trending sound” exclusively on Fisher’s social channels, where it instantly went viral. With fans begging for a full release, Fisher started to perform the non-released song to millions around the world at festivals such as Tomorrowland, Creamfields and Coachella. As hype grew, the social sphere went into melt-down with the live clips accumulating 10 million organic views and over 300,000 organic engagements. The clips integrated movie branding to ensure association with the film. In the weeks leading up to the film, our campaign intensified. After weeks of social and festival teasers, fans were feening for the full release. Two weeks out from launch, we dropped the track on Spotify, generating 27 million+ unique plays, making global headlines with the likes of Forbes and Billboard. But best of all, the track rocketed to #1 on major music charts around the world. Our campaign delivered 57 million* trackable organic video views/streams and over 1M engagements, with 99% positive sentiment - all in Gen Z heartland on TikTok, Instagram and major streaming platforms. Our audience specific strategy had delivered the 16 - 30 years demographic required, propelling the film to #1 at the Aussie box office on its opening weekend, grossing $4.5M, going on to be the #1 film in Australia. Globally, it was the #1 movie in the world, generating $181M.