Commercials suck and everyone hates them.
The objective here was to turn the network's branding into a game. Adult Swim wanted to reward their hyper-observant audience with "easter eggs" that reinforced the brand's voice. Additionally, they sought to offer advertisers a way to bypass "ad blindness" by integrating their brands directly into the network's beloved artistic bumpers.
Hide-and-Seek
We physically embedded the famous [as] brackets into the world itself. We hid them in the shadows of trees, arranged them out of diner food, and cracked them into sidewalks. A staggering library of over 2,400 unique IDs, ensuring that the viewer never saw the same puzzle twice. You get a dopamine hit every time you find the logo.
Treat your audience like they have a brain.
The campaign worked so well that advertisers were eventually let in on the joke. Brands like Kia, State Farm, and Burger King started paying for "hidden logo" spots that looked nothing like commercials and everything like the atmospheric content the fans actually wanted to watch. It eventually mutated into a global TikTok trend where users started voluntarily making their own bumpers.