It may not be your particular cup of tea, but there is an enthusiastic and growing group of educated adult men who call themselves Bronies and are obsessed with the My Little Pony: Friendship is Magic cartoon. To quote the Urban Dictionary: “They typically do not give in to the hype that males aren’t allowed to enjoy things that may be intended for females.”
This group also represents a significant account win for Vancouver agency Village&Co. Justin Young, co-founder and creative director, said Village is partnering with Hodgee Films to promote their documentary, A Brony Tale, which premiers at the Tribeca Film Festival April 26.
“The buzz about it is kind of crazy right now,” said Young. “[Bronies] are very active people on social media, so we’ve been able to connect with them and harness their enthusiasm.”
The win comes follows several others for Village&Co. It has recently won the social media agency of record for the Glentel-owned Tbooth wireless, Brookfield Residential, Tommy Europe Fitness, GranFondo Canada and the Intrepid Stage Ride.