History Will Be Kind (HWBK), is continuing its stellar year with the addition of Twentieth Century Fox Home Entertainment to its growing client roster for a one off integrated project to support one of the studio’s key Home Entertainment releases.

Following a competitive pitch, HWBK will partner with Fox Home Entertainment’s PR agency Frank PR to deliver an integrated strategy designed to support the digital and Blu-ray/DVD launch of X-Men: Apocalypse, the latest instalment in the successful X-Men franchise. Campaign activity will cover a range of initiatives across social media, content, activation and communications amplification.

Kristen McGrath, associate director of publicity and promotions at Twentieth Century Fox Entertainment, said: “The HWBK team not only have expertise in both traditional and digital media activations, but have proven themselves to be innovative and strategic thinkers. With their unique creative approach the highly anticipated release of X-Men: Apocalypse on DVD, Blu-ray and Digital is sure to be a compelling campaign.”

Emma-Jane (EJ) Granleese, managing partner of HWBK, said the team is thrilled to be collaborating with Twentieth Century Fox Home Entertainment.

“Our exciting new partnership is a clear testament to our team’s strengths and unique offering. HWBK is dedicated to creating, planning and executing high impact, content driven communications programmes and our channel agnostic approach means we can quickly and easily adapt to the evolving media landscape. This is a fantastic opportunity and we are delighted to be working with such a high calibre client who shares both our values and our commitment to creating great work.”

The win is the latest in a line of new business partnerships, including Steptember (Cerebral Palsy Alliance), Brown Forman and Merlin Entertainments Groups’ SEA LIFE Sydney Aquarium.