Bob Marley: One Love


Positioning this film as the must watch biopic of 2024, we created social creative for international markets and ran a powerful UK campaign encompassing publicity, social, stunts and events...

Bob Marley: One Love | Substance Global


We were tasked by Paramount Int’l to create a suite of assets positioning the film as the must-watch biopic of 2024, capitalising on Bob Marley’s global fame whilst educating audiences and markets who might be less familiar with the icon.

Bob’s catalogue of iconic hits as well as the colours from his Rastafarian roots provided the direction for our assets as we developed a look and feel highlighting these elements. We also ensured the creative had texture to provide a grounded feel which felt tonally heartfelt and authentic, as well as encompassing Bob’s colourful and energetic ethos.

Our best performing asset across social channels was the Three Little Birds Kinetic Lyric video, posted on Bob Marley’s official Instagram channel garnering 65K likes and 480 comments.


For the PR campaign, we aimed to bring awareness of the film to the target audiences, making sure to incorporate aspects of Bob Marley’s life and story which people may not have known as much about.

Talent breaks with Kinglsey Ben-Adir, Reinaldo Marcus Green and Lashana Lynch were obtained in key outlets such as NME, Buzzfeed,The Hook, Radio Times and HeyUGuys.

Additionally, we partnered with and Tottenham Hotspur on a video centred around Bob Marley’s passion for football starring his favourite player of all time, Ossie Ardiles, as well as Spurs legend, Ledley King.

The total combined media coverage throughout the campaign achieved over 2 billion UUMs alongside social posts reaching a combined following of 103.4m.

Bob Marley & Tottenham Hotspur | With Ledley King & Ossie Ardiles


Our social campaign consisted of daily community management, regular social reporting, building a social calendar, live event capture and the curation of influencers (both gifted and bespoke).

We introduced new, younger audiences to Bob Marley’s music and legacy through TikTok and influencer marketing, with 59 posts from 19 different creators (gifted and paid) reaching 10,176,800 total followers across YouTube, X, Instagram and TikTok.

At the UK premiere, One Love Yard takeover and Ritzy screening in Brixton, we made sure to entice and immerse online fans through our social capture, also inviting creators to attend and share their own experience, resulting in 37 posts from these influencers.

Continuing to attract younger audiences, we utilised 5 paid creators for TikTok ads with a combined reach of 7.2m followers as well as sending 2 creators to the One Love press junket, resulting in 17 posts.


To help spread the film’s message of love and peace, we executed a large-scale street art stunt covering Windrush Square in Brixton with Bob’s famous lyrics.

We later executed a second similar stunt, painting ONE HEART onto a football pitch in Battersea Park and coordinating a team of over 40 to unfurl a 50m x 30m branded flag. Both stunts were captured via a drone shoot.

And finally we hosted a pre-premiere cocktail reception for international influencers, complete with steel band, themed cocktails and canapes, and multiple photo opportunities.

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