WereBears
Services Provided: Social Media Management, Social Media Campaigns
SOCIAL MEDIA CAMPAIGN for a NOSTALGIC TOY Brand
WereBears was a hugely popular toy brand in the 80s and 90s, remembered by a generation of fans but largely absent since its original run.
LUX Media & Production was brought in to create a campaign that would build anticipation for its return, reconnect with original fans and introduce the brand to a new audience.
Our idea centred on 1,000 missing posters placed across London, Bristol and Manchester, supported by digital billboards. Each poster featured a missing WereBear and a QR code leading to a countdown to the return announcement, giving people a reason to stop, scan and find out more.
Over two weeks, a WereBear mascot appeared across all three cities, bringing the mystery into the streets. We filmed close to 100 social media videos for release as the campaign unfolded, connecting the posters, live appearances and online content to create repeated encounters with the brand, spark searches and build intrigue ahead of the reveal.
RESULTS
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Estimated 4.38 million poster and billboard impressions brought WereBears back into public view across London, Bristol and Manchester.
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Close to 100 pieces of content delivered captured the campaign for social media, with real-time editing and posting.
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Full campaign managed end to end handled everything from mascot design, sourcing and talent to tour logistics, posters, billboards, landing page setup and content production.
THE CHALLENGE
WereBears were preparing for a return after decades away, and the client came to LUX to bring the brand back to life through social media.
That created a clear creative challenge. The campaign needed to reconnect with people who remembered the original toys, while giving a new audience a reason to take notice. Nostalgia could spark recognition, but the return also needed to build curiosity and excitement.
The brand needed to feel like something people were discovering, talking about and waiting to see more of.
The challenge was to turn that ambition into a campaign that connected real-world encounters with social media. LUX developed the missing WereBear concept and, once approved, took responsibility for every part of bringing it to life, building intrigue ahead of the return announcement.
TOP CONTENT
WHAT WE DID
LUX Media & Production created and delivered a nationwide campaign designed to build intrigue around the return of WereBears.
We brought the missing WereBear concept to life through 1,000 posters, digital billboards and mascot appearances across London, Bristol and Manchester. QR codes directed people to a countdown page, while we filmed, edited and posted close to 100 social media videos as the campaign unfolded.
The aim was to create repeated encounters with the brand, connecting what people saw on the streets with what appeared in their feeds, sparking recognition among original fans and curiosity among new audiences.
CREATIVE DIRECTION
The creative direction focused on building mystery, sparking nostalgia and making WereBears feel relevant to a new audience.
The missing posters gave the campaign a simple, recognisable hook, revealing enough to catch attention while leaving people wanting to know more. For original fans, the character offered a familiar connection. For everyone else, it raised a question: what is a WereBear?
We carried that playful intrigue through the mascot appearances and social content, making each encounter feel part of the same story. The aim was to encourage people to stop, watch, search and share, building anticipation without revealing the return too early.
CONTENT PRODUCTION
LUX captured a mix of race day content, including runners on the course, scenic route footage, drone shots, atmosphere, movement and key event moments.
The location and countryside setting played a major role in the visual direction. The footage was created to highlight the terrain, energy and unique feel of the Black Downhill Run.
The production was built around creating assets with long term value, not just a one off recap. Every piece of footage was captured with future promotion in mind.
CONTENT PRODUCTION
LUX captured the WereBears campaign with two filmers using iPhones, creating social first content around the mascot’s appearances across London, Bristol and Manchester.
The production approach kept the footage relatable and natural in people’s feeds. Filming on iPhones also allowed the team to move quickly between locations, capturing spontaneous moments and public reactions throughout the tour.
We also used Meta glasses to capture POV footage, tapping into a style of content that was particularly relevant at the time. This brought viewers into the action, adding another perspective to the campaign and making the encounters feel immediate and personal.
CAMPAIGN DEVELOPMENT & DELIVERY
LUX managed the full campaign from initial concept through to the final reveal, developing the creative ideas and coordinating every part of the delivery.
This included mascot design, sourcing and talent, tour planning, poster and billboard design and placement, and the countdown landing page. We also handled filming, real-time editing and social media posting throughout the two-week campaign.
Bringing everything together under one team kept the campaign consistent across the streets and social media, with each element working towards the same goal: building attention and anticipation for the return of WereBears.
THE CREATIVE
THE IMPACT
The campaign brought WereBears back into public view, giving the brand a visible presence on the streets and across social media ahead of its return.
With an estimated 4.38 million poster and billboard impressions, the campaign created opportunities for original fans to reconnect with the character and for new audiences to discover it.
Close to 100 pieces of social content extended the campaign online, connecting the mascot appearances with the wider mystery and giving people more ways to encounter the brand.
For a toy brand returning after decades away, the project created a platform for its comeback, using nostalgia, curiosity and repeated visibility to build anticipation for the announcement.
SERVICES DELIVERED
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Campaign strategy and creative direction
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Campaign concept development
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Mascot design and sourcing
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Mascot talent sourcing
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Multi-city tour planning and logistics
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Poster design and placement
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Digital billboard design and placement
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QR code and countdown landing page setup
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On-location video production
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Social first video content
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Real-time editing and delivery
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Social media campaign management
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Content scheduling and posting
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End-to-end project management