Sugarcane Explainer

About This Project

Summary

The documentary film Sugarcane tells the story of the investigation into abuse and missing children at an Indian residential school in Canada amidst an international reckoning. To bring this social campaign to life, we created a content plan including videos, graphics, strategic collaborations, and coverage of timely events as they arose. The social content was designed to reach different audiences by providing historical context and highlighting the film’s timeliness, emotional storytelling, an

Goals & Objectives

The goals of the social media campaign were to leverage the National Geographic and Disney social platforms to amplify this important story, engage online audiences, and position the film as an awards contender.

Results & Impact

The campaign garnered over 13m views and 500k engagements, including the standout explainer assets which received nearly 10m views. The film earned accolades including an Oscar nomination, the first ever film directed by a North American Indigenous person to receive the honor.