Oxygen delves back into stories of women who’ve been “triggered,” who have “snapped,” who are “plain evil” and “all sorts of crazy,” with the 30th season of signature true-crime series Snapped. The series dives into high-profile cases of women accused of murder.
For the season launch campaign, Oxygen reached out to frequent marketing partner Miami-based 2C to produce the above launch promo as well as a five-minute featurette on Snapped’s fan base and position as a social-media mainstay.
2C gave the campaign a cult-classic vibe by using black-and-white footage with collage-style overlays highlighted by hints of the bloody hued Snapped red fans have come to know. Tapping into archival images, video and audio bites as well as footage from the forthcoming season, the spot reminds viewers of what happens when some women have simply had enough .
“Snapped has always been ahead of its time in identifying stories people want to watch, and it’s become iconic in the true crime landscape,” said 2C President and Owner Chris Sloan in a statement. “With Oxygen becoming a true-crime destination, we wanted to own that identity and start the 30th season off with a sensory and visual experience that really upped the ante from seasons past.”
“Whether it’s fans debating the ‘best episode ever’ at CrimeCon or viral videos about the series—we know true-crime fanatics are obsessed with Snapped,” said Oxygen Creative Director Andrew Killoy, also in a statement. “Our campaign features fan-favorite episodes, as well as brand-new cases from Season 30 that will undoubtedly be the subject of future ‘best episode ever’ debates.”
Season 30 of Snapped premieres Sunday, Oct. 10 at 6 p.m. ET/PT on Oxygen.
Client: NBCUniversal’s Oxygen Media
SVP, Creative: Jeff Blackman
Senior Creative Director: Yanik Archer
Creative Director: Andrew Killoy, Jamie Slomski
Project Manager: Christine Elliker, Debra Mower
Editorial Director: Gina Pace
Design Director: Travis Spangler
Editor, Marketing: Jason Kichline
Featurette Host: Stephanie Gomulka
Launch Voiceover: Bumper Robinson
Mixer: Jon Dickson
President/Owner: Chris Sloan
VP, Operations: Bob Cobb
Creative Director/Writer: Cheryl King
Creative Producer/Writer: Samantha Storey
Video Editor: Stephen Lentini, Jesus Martinez, Adam Cronan
Designer/Animator: Aaron Magee
Sound Design/Mix: Cesar Haliwa, Andy Stermer