To herald the return of the Emmy-winning HBO Original series The Last of Us, Max unveiled a regionally focused, multi-market campaign that brought the show’s haunting atmosphere to life across Southeast Asia and Taiwan. By reimagining everyday cityscapes as dystopian set pieces, the campaign invited audiences to step into a world shaped by the series’ gripping narrative.

Combining experiential and digital strategies, the initiative included pop-up installations, branded sports event integrations, high-impact out-of-home (OOH) activations, and social-driven contests. Fans in the Philippines, Thailand, Indonesia, Malaysia, Singapore, and Taiwan engaged through immersive activities such as interactive games, themed trivia, photo stations, and curated viewing experiences.

Highlights included “3D billboards in Manila’s BGC, wrapped trains in Bangkok, vibrant LED screens in Kuala Lumpur, and a custom mural in Kwai Chai Hong.” Additional displays in Jakarta, Suntec City, and Chifeng Street reinforced Max’s localized approach, alongside dramatic set pieces in Manila’s BGC and PBA games.

Image Credit: Max / Marketing Interactive