WEBTOON Rides Quarantine Baking Trend with Latest Instalment for 'Cursed Princess Club' Series

WEBTOON has joined forces with Fred & Farid Los Angeles to take awareness of the service to new heights within the U.S. In the process of diving into the webcomics, the agency realised WEBTOON’s stories have the power to keep people glued to their screen. And agency members became obsessed (to put it lightly), ultimately inspiring the campaign line, 'Stories to Obsess Over'.

This September, WEBTOON launched the second instalment of its 'Stories to Obsess Over', series, shot remotely with Fred & Farid Los Angeles during continued Safer at Home restrictions. In this episode, the selected title is 'Cursed Princess Club', featuring Kimkio Glenn portraying a modern, empowered take on what it means to be a storybook princess. Creative will be featured across digital and social media introducing new fans to WEBTOON’s diverse platform offering. 

The campaign features celebrities in cinematic films, obsessing over WEBTOON. With the advent of the pandemic and quarantine – causing millions of people to remain at home, and attached to their screens – the campaign line and concept became even more relevant. Wanting to tap into this new norm, the team pivoted in order to capture the actors alone, in the confines of their homes – ultimately yielding a collection of films that are authentic, and reflective of the times.

WEBTOON has become a cultural and global phenomenon, pioneering the distribution and consumption of web-based comics. With an average of 64+ million monthly active users, 16.5+ million of whom read daily, more people consume WEBTOON series than watch most television shows. WEBTOON features a broad and diverse catalog of content from all over the world, including romance, thriller, fantasy, comedy and more. Launched stateside in 2014, WEBTOON has thousands of creator-owned series with episodes updating daily.