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To promote the 30th anniversary of Friends, which debuted on NBC on September 22, 1994 and now airs in perpetuity on cable network TBS, Atlanta-based animation company Awesome Inc. took on the challenge of creating an entire campaign with no in-show footage whatsoever. The result is a fun and vibrant animated campaign that merges beloved moments from the show with bold colors and TBS branding. 

The campaign hinges on the voices -- rather than the images -- of the cast, with whom viewers have grown so familiar. The campaign makes fun jingles out of the show’s well-known catchphrases, such as “pivot!” and “how you doin’?” Phoebe’s favorite song, “Smelly Cat,” also gets its very own spot. 

‍Remix

‍Turkey

‍Joey

‍Smelly Cat

‍Doors

‍Pivot

The campaign’s bespoke typography was designed to capture the show’s essence in a fun and shareable way. The team animated the type so that it seemed to “act out” certain iconic scenes. To ensure visual harmony with the TBS brand, Awesome incorporated elements from the cable network’s style guide, blending nostalgia with brand consistency.

Awesome also thought beyond the campaign, creating a versatile set of icons that are intended to be used both in the animated spots and across TBS’ other marketing needs. Awesome drew from a palette of yellow, blue and purple – all of which are present in both TBS’ and Friends’ color palettes – ensuring a cohesive look that ties everything together.

Friends 30th anniversary mega-marathons are running on TBS from July 29 through the show’s 30th birthday on September 22. 

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