Abbott Elementary

New Teacher Disorientation

BC’s Emmy-winning comedy needed an activation at SDCC to reward its growing fanbase and promote the show to newer fans.

We created New Teacher Disorientation, putting guests in the shoes of new teachers at Willard R. Abbott Elementary, the show’s underfunded namesake school. Our new teacher attendees tested their knowledge of Philly slang and 90s R&B, received official Abbott credentials, got down with the Abbott Step team, and got the chance to support and recognize real teachers.

File Under:
• Experiential
• San Diego Comic Con
• Obscure Boyz II Men References

Agency:
Creative Riff

The show’s sets were recreated as faithfully as possible with plenty of easter eggs and quotables woven in

After receiving their teacher IDs, guests were put to the test to see if they have what it takes to survive as a teacher in an Philadelphia classroom

Activities included a pop quiz, a Boyz II Men-themed match game, and a photo op in front of the Abbott schoolbus

Teachers were treated to free books and gifts at our Scholastic book fair

Guests were also able to send thank you letters to real teachers or digitally donate to real classrooms across the country

Programming included performances by the Abbott step team and doubledutch squad

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