Double Delights – a product of Al Seer Group (FMCG distributor), recently booked a 7 sec animated on-screen commercial at VOX Cinemas – City Centre Deira (UAE), City Centre Mirdif (UAE) and City Centre Muscat (Oman), following the Bollywood blockbuster Jab Harry Met Sejal.
On the weekend the movie released (3rd – 5th August, 2017), the brand conducted a 3-day sampling activity at the three respective VOX locations – selecting which shows they wanted to sample the product at, by placing Double Delight Original Dutch Caramel Waffles on the seats of the auditoriums.
2 versions of the commercial were screened during the week Jab Harry Met Sejal released:
One which stated: “It’s on your seat!!! Don’t forget to retain your leaflet for double the fun” – which played on the screens of the auditoriums at which the sampling activity took place.
And the other which stated: “Available at all leading hypermarkets & supermarkets” – which played on the screens of the auditoriums which didn’t run the sampling activity.
Please Note: This commercial is presently screening on all screens playing Jab Harry Met Sejal at VOX Cinemas City Centre Deira and City Centre Mirdif.
Promoters were hired by the brand to oversee the 3-day sampling activity at the cinemas and to distribute Double Delights flyers to cinemagoers walking into the respective auditoriums where the sampling activities were being carried out.
The Double Delights campaign was booked through Percept Gulf.
Interested in launching a product through an in-cinema sampling activity? Contact us for more information.
‘Back to School’ – a phrase welcomed more by parents than their children, often prompts competition amongst advertisers as they look to tap into the annual back to school spending spree.
It’s the perfect time for brands to leverage this popular time of year to support their overall business objectives and effectively connect them with their target audiences.
Through the evolving landscape of traditional media (television, radio, cinema, print and outdoor), social media, video content, and even design, ‘Back to School’ season present brands with the opportunity to take their creativity to the next level – in an effort to reach their end users.
Cinema’s unique ability to deliver impact and engagement to a captive audience of parents and children makes it one of the perfect platforms to roll out a ‘Back to School’ campaign.
It’s also important for advertisers to be make the most of the cinema medium – being creative and innovative with their advertisements. Additionally, cinema when combined with other mediums could also help extend a campaign in new ways – creating efficiencies and addressing gaps in channel strategy. With this in mind, here are some example ‘Back to School’ campaigns from around the world – launched in cinema and across other mediums, and a list of entertaining movies slated for release over August and September 2017 (to advertise alongside):
Clarks
Leading footwear brand, Clarks Australia launched its 2017 ‘Back to School’ campaign ‘Clarks Feet First’, where the multi-channel national campaign focused on the enthusiasm kids bring to every day; growing, learning and chasing their dreams. The tagline ‘kids jump into life feet first, so Clarks does too’ brings to life the natural connection between school.
The campaign included a TVC, cinema advertising, out of home, in-centre advertising, digital marketing and in store point of sale.
Steadtler UK
To ensure that their brand stays fresh in consumers’ minds Steadtler launched a series of TV advertisements aimed to capture the ‘Back to School’ market.
The TV advertisements were available in both a short form 10 second version and a 30 second standard formats. The main character is a young school age girl who has been blessed with ninja/matrix like skills.
Walmart
Walmart’s ‘Back to School’ advertisement features the DCEU’s heroic trinity of Batman, Superman, and Wonder Woman.
The advertisement spotlights Batman, Superman, and Wonder Woman ahead of Justice League as they arrive in time for school with confidence overtop Whitesnake’s “Here I Go Again On My Own”.
Sainsbury
Centrepoint Middle East
This year’s Centrepoint ‘Back to School’ commercial will screen across cinemas in the UAE from 24th August 2017 (for a period of 2 weeks).
MOVIES TARGETING CHILDREN:
Richard the Stork (3D)
Releasing: August 17
Captain Underpants: The First Epic Movie (3D)
Releasing: August 24
Nut Job 2: Nutty by Nature (3D)
Releasing: August 31
The LEGO Ninjago Movie (3D)
Releasing: September 21
MOVIES TARGETING PARENTS:
The Hitman’s Bodyguard
Releasing: August 24
Home Again
Releasing: August 31
American Made
Releasing: August 31
Victoria & Abdul
Releasing: September 14
Kingsman: The Golden Circle
Releasing: September 21
Don’t miss out on influencing parents’ purchasing decisions through the cinema medium. Contact a member of our sales team for more information on cinema advertising opportunities.
Sources: L&T, YouTube, Campaign Brief and The Office Supplies Supermarket
Summer brings many opportunities for relaxation. Hotel rates get a bit cheaper, restaurateurs entice folks out with a bargain, and the cost of spending a day lazing by the pool and beach becomes much more attractive.
While Dubai has plenty of offers of its own this summer, further afield, residents can find absolutely diamond deals – if fancying getting away from the bustling city life. Take Ras Al Khaimah (RAK) for example, the northernmost emirate in the UAE. With over 7,000 years of fascinating history and culture, RAK is the perfect getaway from everyday life. Offering magnificent landscapes, breathtaking coastlines and rich, terracotta desert planes, the emirate has firmly established itself as the UAE’s most authentic destination in the Middle East.
This summer, RAK’s got a mountain of offers for residents of UAE to explore, and in some cases, literal mountains to explore. From a round of golf, to a drive up UAE’s highest mountain (Jebel Jais), a chilled-out day by the pool or beach, or adrenaline-fuelled watersports – there’s something for everyone and a dream of a holiday in RAK.
Let’s not forget the kids, for they too are special guests in RAK this summer. A majority of hotels in RAK are equipped with Kids Clubs, games, storytelling time and other entertainment activities for kids to enjoy throughout the summer.
RAS Al Khaimah Tourism Development Authority (RAK TDA) Summer Campaign 2017:
RAK TDA launched a summer campaign this year with the intent to promote the Emirate of RAK – targeting families and inviting them to enjoy the summer break by booking relaxing staycations in RAK.
To execute the campaign, RAK TDA tied up with partner hotels and entertainment destinations in RAK to offer kids (below the age of 12) free hotel accommodation, F&B and entertainment, making it cost effective for families to enjoy their summer break.
The summer campaign was launched in a family environment – CINEMA, where both parents and kids were targeted in an environment that captures family bonding and quality family time – thus amplifying audience engagement and making the campaign’s message resonate among the intended audience.
RAK TDA booked a special family movie screening of Despicable Me 3 – which launched at the onset of the summer vacation for kids in the UAE, and a cinema activation through Motivate Val Morgan at VOX Cinemas – Mall of the Emirates (Thursday – June 29), City Centre Mirdif (Friday – June 30) and City Centre Deira (Saturday – July 1). The cinemas were selected based on audience profiles – Mall of the Emirates targeting Westerners, City Centre Mirdif targeting Arab nationals and City Centre Deira targeting Asian audiences.
Promotion of the Special Family Movie Screening:
Radio was linked with cinema to create hype around the special family movie screenings. RAK TDA tied up with 3 leading radio stations from ARN to target intended cinema audiences. RJ’s Kris Fade (Virgin FM), Sid (City FM) and Heba (Al Arabia FM) hosted contests (tailor made around the theme ‘family bonding’), during the week of June 18 – 22 to give out tickets to the special family movie screening at the cinemas.
Execution of the Special Family Movie Screening and Activation:
Audiences were welcomed with popcorn and a drink at the cinema and ushered into the respective screens. Prior to the special family movie screenings of Despicable Me 3, Rj’s from the three respective radio stations unveiled RAK TDA’s summer campaign and announced lucky seat winners – where the winning families won a staycation in RAK.
Check out the video of the activation prior to the screening below:
It’s time to pack your bags and head to RAK for a family holiday. Discover the Ras Al Khaimah website for more information on things to do in RAK over the summer break, special offers and to book accommodation. There is truly something in RAK for all energy levels – both onshore and offshore.
Motivate Val Morgan offers a range of cinema activation opportunities for brands wanting to launch a new product/service or personally interact/engage with a specific target audience. Contact a member of our sales team for more information on cinema activations and how to move your brand closer towards its target audience.
Source: Ras Al Khaimah Tourism and Development Authority
Indie films are more than just a fad in the UAE.
Independent cinema platforms are multiplying in the UAE — but each has something different to offer.
With Cinema Akil reopening in Warehouse 68 last week, and Diff365@VOX launching at Mall of the Emirates in April, UAE moviegoers have more say than ever when it comes to what films they can watch on the big screen. Butheina Kazim, co-founder of Cinema Akil, says these spaces complement each other.
“They all serve different purposes and they’re all going to have their specialization. If you go to Diff365, it’s great, because you’re getting the VOX, multiplex experience still intact,” said Kazim.
While Diff365@Vox screens indie films at a dedicated theatre, cinema nine, in Mall of the Emirates, Cinema Akil is more nomadic, using a ‘pop-up’ module so that every season of programming is held in a different location. Their focus extends beyond films to the creation of alternative spaces for viewers to connect with one another.
“We consciously decided not to put Wi-Fi in the space, so that people can talk to each other and talk about the film or what they’ve seen or experienced together,” said Kazim.
“We’ve never had an HQ, we’ve never had a home base, therefore, every time you come to a Cinema Akil programme, it’s a different thing… People in Dubai and the community in the UAE are craving something different — a different type of cinema and conversation.”
Their latest programme, for example, NowPlaying presented by Cinema Akil and Alserkal Avenue, has attracted a crowd interested in “the experiential idea of a cinema inside a warehouse and the impermanence of that. People want to see what that looks like,” said Kazim.
Something for Everyone:
The phrase ‘independent cinema’ has long run the risk of scaring off the average moviegoer. It’s associated with highbrow, exclusive crowds, like art museums or posh exhibits. But Kazim is working to combat that ‘intimidating aspect’ attached to it.
“Something we’re trying to change, or reduce, is the elitism and inaccessibility of it. It shouldn’t be that way,” she said.
“Independent cinema is everything from repertory cinema, like Audrey Hepburn’s Funny Face, to a more intellectual conversations and essay films. There’s a huge range of what falls under alternative or art house cinema,” she added.
And though big-budget Hollywood flicks remain a box office success in the UAE, from Beauty and the Beast to The Fate of the Furious, anyone interested in a different experience can venture outside of their comfort zone with just the click of a button.
The Scene Club, which launched ten years ago by Emirati filmmaker Nayla Al Khaja, dropped its paid membership fee this year in favour of showing one independent film twice a month for free at Roxy Cinemas, and viewers can RSVP online to save their seat. Cinema Space in Abu Dhabi also provides free viewings via online RSVP. Diff365@VOX uses a standard cinema ticketing system and Cinema Akil ask for monetary contributions at the door.
“It’s never going to be something that is targeted to the masses. It’s never going to be droves and huge numbers. And that’s perfectly fine. That’s the beauty of it. It’s a niche type of cinema, and it will always be a niche audience — that niche is just growing now,” said Kazim.
Here’s where you can watch Independent cinema in the UAE:
DIFF365@VOX
Dubai International Film Festival launched Diff365@VOX to support independent cinema all year long.
Cinema nine at Mall of the Emirates shows films that are not likely to appear in standard UAE theatres. Each title screens for two weeks before being replaced by another. Previous films include I, Daniel Blake, A Man Called Ove and Ali the Goat and Ibrahim.
Tickets are priced the same as standard tickets, and can be bought online or through the box office.
Now Screening:
Synopsis – After being freed from the kidnappers he thought were his parents, a man sets out to make a movie of the only TV show he has ever known.
Cinema – VOX Cinemas, Mall of the Emirate, Screen 9
Screening – July 27 to August 9th
Visit dubaifilmfest.com movie schedules.
The Scene Club
The Scene Club, which launched in 2007, screens one independent film twice per month as part of their programming.
In previous years, the Scene Club was a paid members-only service, but founder and Emirati filmmaker Nayla Al Khaja announced a partnership with Roxy Cinemas this year, which changed the club’s format.
The Scene Club screenings have included Oscar-winning Moonlight, Paterson and Land of Mine.
To attend upcoming screenings, viewers must RSVP by registering online.
Next Screening:
Synopsis – Life for a shy young Indian student slowly falls to pieces during a family road trip.
Cinema – Roxy Cinemas, The Beach, Screen TBC
Screening – August 16th
Visit thesceneclub.com for movie schedules.
Cinema Akil
Cinema Akil (located at Warehouse 68, Alserkal Avenue, Dubai) was cofounded in 2014 by Butheina Kazim. It aims to bring awareness to cinematic art forms from around the world. It shows films created throughout the decades, ranging from art house and independent titles to documentaries and locally created content. Monetary contributions are made at the door.
Screening Schedule:
Synopsis – Lina is a Lebanese Student that just arrived to Paris to continue her studies in a French University in 1993, only to find that the Chaos that was home was no different than what she will witness in the French capital. But Paris will offer her the opportunity to find herself and acquire a new self confidence that she didn’t know she had in herself.
Screening –August 1st to 3rd
Synopsis – Gloria is an out-of-work party girl forced to leave her life in New York City, and move back home. When reports surface that a giant creature is destroying Seoul, she gradually comes to the realization that she is somehow connected to this phenomenon.
Screening – August 1st and 3rd
Synopsis – A man crippled by the mundanity of his life experiences something out of the ordinary.
Screening – August 2nd
Synopsis – An FBI agent teams with a town’s veteran game tracker to investigate a murder that occurred on a Native American reservation.
Screening – August 4th to 10th
Synopsis – Dhanak is an enchanting fable that reinforces the belief that life is beautiful. The story revolves around an eight-year old blind boy, Shah Rukh Khan-obsessed Chotu, his ten-year old sister Pari, and the road trip of a lifetime they take across the dunes of Rajasthan to get his eyesight back. Dhanak won the Crystal Bear and the Grand Prix of the Generation Kplus International Jury at the 2015 Berlinale.
Screening – August 4th to 8th and 10th
Visit cinemaakil.com for movie schedules.
Cinema Space
Cinema Space in Abu Dhabi is a voluntary, independent platform that screens restored classics and contemporary world cinema, as well as family-friendly titles. Film showings are free, but similar to The Scene Club, an online RSVP is mandatory for each screening.
Synopsis – In Africa during World War I, a gin-swilling riverboat captain is persuaded by a strait-laced missionary to use his boat to attack an enemy warship.
Screening – August 5th
Visit cinemaspace-abudhabi.splashthat.com for movie schedules.
Source: Gulf News (Tabloid), DIFF, The Scene Club, Cinema Akil, and Cinema Space
Today, consumers are in full control of what they watch and their options seem endless. This leaves advertisers battling a fragmented environment, declining reach and technology that skips ads. These days it is often difficult to say with confidence that an ad even reached its intended audience or had any impact.
Cinema however, works in a different way to any other media. As evidenced by growing spend, Cinema’s appeal with brands is constantly broadening, as it is providing a powerful way for advertisers to reach audiences – many regard as critical for success.
Consider how cinema advertising is uniquely placed to overcome today’s advertising challenges: The big screen is difficult to ignore. There are minimal distractions. Multi-screening is not socially accepted. Ads cannot be skipped or muted.
With wall-to-wall screens and surround sound in a darkly lit environment, cinema offers an immersive and high sensory experience unlike any other. Because of this, cinema advertising is processed much more consciously and therefore yields results that other advertising mediums cannot.
Cinema has proved to be a powerful and emotionally engaging medium for brands. In the last 12 months 90 million visits have been made to cinemas in Australia, with a third of people in metro areas going to the cinema in the last 4 weeks, so it is a popular channel with consumers as well as being increasingly relevant to marketers.
To help further explore cinema advertising’s effectiveness, reach and engagement, Kantar Millward Brown in partnership with Val Morgan (Motivate Val Morgan’s Business Partner in Australia) undertook research to understand the unique role it plays in a brand’s media allocation.
Kantar Millward Brown CrossMedia – a campaign-based cross- channel brand impact model – was used to generate the insights. Multiple CrossMedia studies were run across key client partners spanning product categories. The results clearly demonstrate that cinema can be a powerful channel to include in the mix.
Cinema’s Added Reach: Over and Above TV and Digital
Consumers are ‘always on’ and more connected than ever which means the battle for attention across screens has never been more fierce. There is little doubt that TV still plays a key role in driving audience reach and brand impact. Yet with the range of TV options combined with consumer behaviour shifting toward multi-screen use, TV has become a fragmented experience.
On the other side, digital is being hailed as the ultimate media for targeting and measurement. With sophisticated tracking and big data customer profiling, targeting should be, and often is, effective and impactful.
Yet digital too, has its limitations. Viewability and fraud are now being closely monitored by many advertisers and video CPMs can rival or even exceed those of TV. Increasingly too, consumers are happy to pay for the privilege to block ads altogether.
With these challenges in TV and digital, advertisers are constantly seeking ways to extend campaigns in new ways, create efficiencies and address gaps in channel strategy.
Kantar Millward Brown research shows that cinema has proved to be a formidable solution, driving incremental reach over and above TV and digital channels. On average across the studies we measured, cinema advertising added approximately 8% incremental reach to each, with 40% of the total cinema reach delivered being incremental to either TV or Digital.
More importantly, cinema advertising also extended exposure to the traditionally hard to reach ‘light TV’ or ‘non-TV’ viewers which helped to balance the frequency distribution across screens. This was seen across age groups, including younger males, amongst whom the ‘light’ and ‘non’ commercial TV viewers represented almost half (46%) of the audience. The value in being able to reach the ‘hard to reach’ for some brands is immeasurable.
Source: Aggregate across x2 CrossMedia studies
Source: Aggregate across x2 CrossMedia studies
Brand Building with Cinema: Long Term Business Success
Every marketer dreams of building a strong brand that is relevant, trusted and adored. Strong brands underpin profitability and long term business success.
From Kantar Millward Brown’s broader global equity validation study, we know that strong brands capture 5 times more share of volume, command on average 13% higher price premium and have 4 times more potential to grow in the future over weaker brands.
For consumers, strong brands are built on a range of factors: They are more easily recalled (awareness); more readily come to mind with brand imagery (association); and are seen to meet needs, be different to others or in general be more favourable (brand equity). All of these can drive demand (consideration).
In considering these four brand effect measures, from a broader database analysis of over 60 Australia campaigns spanning different categories we have seen that campaigns which have included Cinema out-perform our total database. Whilst we cannot say that the incremental impacts are completely driven by the addition of Cinema, there is indication that having this channel in the mix can help boost brand effects across measures. In particular, we saw the biggest incremental impacts on Equity and Image measures.
Our specific CrossMedia research echoed these results: The brand effects that cinema advertising delivered in these campaigns was more strongly skewed to equity measures overall. And in addition, the contribution of cinema to brand effects was well above its relative share of investment.
Within the Equity measures that were impacted within the studies, Differentiation metrics of Unique (different to others) and Dynamic (setting trends) were driven most by the activity. Whilst these results are specific to the campaigns measured, they clearly show that Cinema has the capacity to set brands apart from the pack.
Cinema’s Power: Stand Alone & Synergistic Impact
Increasingly the value of a channel is assessed not only by its individual performance but how it performs with other media.
In order to successfully build, optimise and integrate cross- channel strategies, it is vital that marketers understand not only which channels have high impact, but also how and to what degree each plays a role supporting other channels.
From our research, we saw that about half of cinema’s impact was delivered on its own, and an additional half was driven by people seeing ads on cinema plus one other screen. Looking at our broader database, we see that these multi-channel exposure effects play a big role: typically, we see this cross-channel impact, or synergy, contributing on average to between 20-35% of overall brand effects.
Overall, cinema was shown to be both complementary – as a stand-alone medium that complements other channel metrics – and synergistic with other channels that when combined create a multiplier effect for building brand.
These different approaches can add significant impacts to an overall campaign which can be maximised in the following ways:
Cinema Extends Campaigns: The ‘Rosenate’ Strategy
Resonance emerges as a crucial factor for success for brands looking to build and nurture ongoing, sustainable communications that reinforce brand memories over time.
As well as increasing awareness levels in the short term, the focus of resonance is to consistently and effectively communicate a value proposition and prop up other media efforts in the process.
In the campaigns we measured, there was clear evidence that cinema advertising works extremely well to support a ‘resonate’ strategy. Through intelligent flighting which maximised the way the medium is consumed, Cinema was shown to extend weekly campaign impacts well beyond the flighting of other media had finished.
With the nature of cinema’s reach build and low frequency, our study found that these factors work in favour of a resonate approach, by continuing to generate productive exposure whilst other channels may have more quickly reached a saturation point.
Your Attention Please: Cinema Takes the Lead
The pre-film environment is like no other. For those moments leading into the feature film, there is a heightened sense of anticipation. Cinema holds the attention of a highly engaged and captivated audience who are eager to be entertained and are subsequently more receptive to advertising.
In fact, Cinema has the highest positive receptivity in Australia when compared to other media.
Source: AdReaction 2016, Australia Results based on n=600 16-49s
In line with this, our studies have shown that cinema delivers strong impact per TARP and has high weekly retention over other A/V media – the effects of cinema are retained more strongly week on week compared to other A/V channels. This means that per exposure, cinema outpaces all other forms of A/V media measured in our studies. The cinema environment is a key contributor to the high effectiveness per spot, and the strong and lasting impact that cinema delivers can play well to the resonate strategy mentioned earlier.
In addition, because cinema offers a channel that is ideal for longer assets, brands have the opportunity to develop and share a meaningful story. Whilst 15 and 30 second spots have been seen to be effective, longer form storytelling is also accepted and welcomed by audiences in the pre-film lead up.
Takeaways for Marketers
With its strength in audience engagement, ability to drive brand effects, and flexibility to both complement and amplify other media touchpoints, we see that cinema is a highly impactful medium.
It is also a cost-efficient channel. Our research showed that cinema delivered a higher contribution to campaign impact when compared to the percentage contribution to spend. In fact, without cinema, an average of 20% of the brand effects would not have been realized, compared to 12% share of budget. And where cinema shone the most, impacting on Differentiation, the contribution to metrics were over 3 times more as when compared to investment.
Given the overall findings from our research, the implications for marketers are clear.
In a nutshell:
Methodology
Kantar Millward Brown CrossMedia data analysis is rapidly being seen as the global industry standard in multimedia brand measurement. It is designed to evaluate how paid marketing activities affect key brand equity measures such as awareness, engagement and consideration.
The Kantar Millward Brown approach uses a pre- vs in-campaign survey based analysis which controls for any underlying involvement factors (such as previous category interest and purchase behaviour) and ongoing influences (such as word of mouth or news coverage). This allows it to uncover the campaign’s true influence on top of these other factors.
By understanding when marketing activity was running and what the media consumption habits of consumers were, Kantar Millward Brown is able to see how each media channel individually and synergistically contributes to audience delivery and impact on brand metrics.
Access the whitepaper here.
Sources: Val Morgan and Kantar Millward
The 2017 Cannes Lions International Festival of Creativity wrapped up three and a half weeks ago, and it’s time to look back at the Grand Prix winners as a whole.
23 campaigns took home a total of 28 Grand Prix awards this year. See them all below:
Fearless Girl
Glass Gran Prix
Outdoor Grand Prix
PR Grand Prix
Titanium Grand Prix
Client: State Street Global Advisors
Entrant: McCann New York
Production: Craft Worldwide New York / Stuart Weissman Productions New York / Copilot Strategic Music + Sound New York
Boost Your Voice
Integrated Grand Prix
Promo & Activation grand Prix
Client: Boost Mobile
Entrant: 180LA, Santa Monica
Production: 180LA Santa Monica / the Corner Shop Santa Monica / Therapy Studios Los Angeles / Atomica Music Texas
Meet Graham
Health & Wellness Grand Prix
Cyber Grand Prix
Client: Transport Accident Commission Victoria
Entrant: Clemenger BBDO Melbourne
Production: Flare Productions BBDO Melbourne / Airbag Productions Melbourne
Care Counts
Creative Data Grand Prix
Client: Whirlpool
Entrant: DigitasLBi, Chicago
Production: Goodstory Films New York / C41 Media New York / Cutters Chicago
Van Gogh Bnb
Creative Effectiveness Grand prix
Client: Art Institute of Chicago
Entrant: Leo Burnett Chicago
Production: Ravenswood Studios Lincolnwood
Aland Index/ Baltic Sea Project
Cyber Grand Prix
Client: The Bank of Åland
Entrant: RBK Communication, Stockholm
Did You Mean Mailchimp?
Cyber Grand Prix
Client: Mailchimp
Entrant: Droga5, New York / Mailchimp, Atlanta
Production: Resn Wellington / Juco Los Angeles / Brosmind Barcelona
The Unusual Football Field
Design Grand prix
Client: AP Public Company Limited
Entrant: AP Thailand, Bangkok / CJ Worx, Bangkok
Production: Meour Bangkok
Notget VR
Digital Craft Grand Prix
Client: Björk
Entrant: Analog, London / W&N Studio, London
Production: Analog London
Google Home Of The Whopper
Direct Grand Prix
Client: Burger King
Entrant: David, Miami
Production: Caviar Los Angeles
Beyond Money
Entertainment Grand Prix
Client: Santander Bank
Entrant: MRM//McCann Spain, Madrid
Production: Oxigeno Barcelona
Original is Never Finished
Entertainment for Music Grand Prix
Client: Adidas Originals
Entrant: Johannes Leonardo, New York
Production: Human New York / RSA Films Los Angeles / Egg Films Cape Town / Exile New York / Blacksmith New York
We’re The Superhumans
Film Grand Prix
Client: Channel 4
Entrant: Blink Productions, London / 4Creative, London
Production: Blink Productions London
Territory
Film Craft Grand Prix
Client: The Blaze (Musician)
Entrant: Iconoclast, Culver City
Production: Iconoclast Culver City
The Humanium Metal Initiative
Innovation Grand Prix
Client: IM Swedish Development Partner
Entrant: Åkestam Holst, Stockholm / Great Works, Stockholm
Innovating Saving
Media Grand Prix
Client: Jet.com
Entrant: R/GA, New York
Production: Prettybird Culver City / Biscuit Filmworks New York / 1Stavemachine Brooklyn / Mackcut New York / Nomad Editing Co. New York
The Family Way
Mobile Grand Prix
Client: Recruit Lifestyle Co., Ltd.
Entrant: Dentsu Y&R, Tokyo
Production: Dentsu Y&R Tokyo / Tokyo Tokyo
Hashtag Billboards (campaign)
Outdoor Grand Prix
Client: Twitter
Entrant: Twitter, San Francisco
Burning Stores (campaign)
Print & Publishing Grand Prix
Client: Burger King
Entrant: David, Miami
The Payphone Bank
Product Design Grand prix
Client: Tigo-Une
Entrant: Grey Colombia, Bogotá
Production: La Octava Bogotá
Repeat The Punchline
Radio Grand Prix
Client: KFC
Entrant: Ogilvy & Mather Johannesburg
Immunity Charm
Grand Prix for Good (Lions Health Festival)
Client: Ministry of Public Health, Islamic Republic of Afghanistan
Entrant: McCann Health, New Delhi / McCann Worldgroup India, Mumbai
Production: McCann Health New Delhi
The Refugee Nation
Grand Prix for Good (Cannes Lions Festival)
Client: Amnesty International
Entrant: Ogilvy New York
Production: Asteroide Films Curitiba / Canja Audio Culture Curitiba / Square Pixel Rio De Janeiro
Source: AdWeek
The Walt Disney Co. put the prowess of its big-screen brands on full display on Saturday 15th July at its D23 fan expo, offering early glimpses of highly anticipated projects such as A Wrinkle in Time, Mary Poppins Returns and a live-action version of The Lion King in addition to upcoming juggernauts in the universes of Marvel superheroes and Star Wars.
Taking the stage at the Anaheim Convention Centre, Walt Disney Studios Chairman Alan Horn reminded the crowd of 8,000 attendees of the studio’s recent successes, noting that the top five films of 2016 — Finding Dory, The Jungle Book, Star Wars: Rogue One, Zootopia and Captain America: Civil War — were all released by Disney, and that the top moneymaker of the year so far is the live-action version of Beauty and the Beast.
Hoping to keep that box office momentum going, the studio, along with an arsenal of A-listers including Oprah Winfrey, Mark Hamill and Robert Downey Jr., unveiled an impressive slate of future projects in the two-hour panel, reinforcing its current dominant position at the top of the Hollywood-studio heap.
Here are some highlights:
‘The Avengers: Infinity War’
With Comic-Con less than a week away, Disney clearly wanted to reserve some of its Marvel Studios firepower — like the upcoming Black Panther and Captain Marvel films — for its major panel there. But Marvel Studios president Kevin Feige still went big, bringing out many of the stars of next summer’s massive Avengers: Infinity War — including Chris Hemsworth, Mark Ruffalo, Josh Brolin, Tom Holland, Chadwick Boseman and Downey — and debuting some footage from the film, which opens on May 4, 2018.
Preceded by an intro of greatest hits from the Marvel films of the past decade, all centred on the ongoing Infinity Stones storyline, the reel promised a Marvel mash-up on an unprecedented scale. The footage opened with Thor slamming into the windshield of the Guardians of the Galaxy’s ship. “Who the hell are you guys?” asks the Norse god, who looks like he’s been badly roughed up.
Moving to Earth, the footage showed a number of the other Avengers bracing for an impending attack from Brolin’s supervillain Thanos. “We have one advantage — he’s coming to us,” says Tony Stark, aka Iron Man. Thanos emerges out of some kind of black hole, looking suitably fearsome, and a quick-cut montage of action scenes ensues featuring Spider-Man, Black Widow, Captain America and others.
Thanos’ cosmic henchmen, The Black Order, have also been confirmed for the new film as four statues were unveiled on the convention floor showing Black Order members Corvus Glaive, Proxima Midnight, Ebony Maw, and Cull Obsidian (known as Black Dwarf in the comics).
Asked by Feige what his experience was like working on the film, Brolin had just one word: “Powerful.”
‘Star Wars: The Last Jedi’
The Star Wars universe experienced some unexpected turbulence with the recent news that directors Chris Miller and Phil Lord had been dropped from a stand-alone young-Han Solo film due to “creative differences.” But Horn tried to assure the crowd that all was well with the project, which is now under the direction of Ron Howard. “We’re very, very excited about the film,” he said. “The cast is wonderful.”
But not surprisingly, it was the next instalment in the main Skywalker saga, Star Wars: The Last Jedi — which opens in December — that received the lion’s share of attention at the panel. Writer-director Rian Johnson brought out many of the film’s stars, including Daisy Ridley, John Boyega, Gwendoline Christie, Laura Dern, Benicio Del Toro and Hamill. Not surprisingly, the proceedings stayed far away from even the faintest whiff of a plot spoiler but Johnson offered fans a behind-the-scenes video to whet their appetites for the film, much as director J.J. Abrams had with Star Wars: The Force Awakens.
Check out the new behind the scenes footage below:
‘A Wrinkle in Time’
Disney debuted the first trailer for its adaptation of Madeleine L’Engle’s classic sci-fi novel, promising a blend of coming-of-age tale and a cosmic adventure — or as director Ava DuVernay described it, “a family story wrapped in an epic adventure where you see worlds you’ve never seen before.”
Joining the director were the film’s stars, including Reese Witherspoon, Mindy Kaling, Chris Pine and Winfrey, who got the crowd riled up in signature Oprah fashion by promising everyone posters for the film: “You get a poster! You get a poster! You get a poster!”
Winfrey, who plays the wise, mysterious Mrs. Which, said she had never read the book before being approached by DuVernay about the role. “But when Ava mentioned it to me and told me it was a character who is one of the wisest women in the universe and is an angelic celestial being who is going to get to wear amazing costumes and get to work with Reese and Mindy as part of the Mrs. team — who wouldn’t say yes to that?”
‘Mary Poppins Returns’
Tinkering with a hallowed classic can be treacherous business, but Disney, emboldened by its success mining its catalogue, is developing a sequel to 1964’s Mary Poppins for release in December 2018.
Director Rob Marshall (Chicago) said the musical will draw from other Poppins books written by P.L. Travers, and will be set 25 years after the original film in Depression-era London, with the Banks children now adults.
Emily Blunt, who will play the practically-perfect-in-every-way nanny, acknowledged that stepping into the shoes of Julie Andrews, who won an Oscar for her portrayal, is daunting, but suggested that her interpretation of Poppins won’t be all spoonfuls of sugar.
“No one is ever going to out-Julie Julie Andrews, so I just had to do my version of her,” said the actress, who shares the screen with a star-studded cast including Lin-Manuel Miranda, Colin Firth and Meryl Streep. “I think we were very loyal to the books. I think she is a little more acerbic and odd and vain and weird in the books. So we went that direction a little more.”
‘Aladdin’
Coming on the heels of successful live-action adaptations of animated classics Cinderella and Beauty and the Beast, Disney is set to retrofit its 1992 hit Aladdin in similar fashion, with Sherlock Holmes director Guy Ritchie at the helm.
The project — which will combine plot points from the animated version with elements from the One Thousand and One Arabian Nights folk tales — was recently dogged by reports of a drawn-out search for an actor to play Aladdin. But studio production chief Sean Bailey announced that Mena Massoud had been cast in the title role, with Naomi Scott playing Princess Jasmine and Will Smith taking on the Genie.
‘Dumbo’
Disney confirmed that a long-discussed take on Dumbo is in the works from director Tim Burton, who directed the studio’s 2010 mega-hit Alice in Wonderland. With the film slated to fly into theatres in 2019, production is underway in London with a cast that includes Colin Farrell, Eva Green, Danny DeVito and Michael Keaton. Dumbo himself will be CG-animated, but Bailey brought out a model of the big-eared, big-hearted pachyderm, which he deemed “impossibly adorable.”
‘The Lion King’
At the last D23 in 2015, director Jon Favreau debuted footage from his live-action version of The Jungle Book. This year he was back to do the same with The Lion King, wowing the crowd with a clip that showed photo-realistic animals on the African savannah gathering at Pride Rock to see the baby lion Simba, set to the strains of The Circle of Life. The film will hit theatres on July 19, 2019.
Sources: Gulf News, The Verge and Rappler
The best way to explain new technology is to show how it works.
This is exactly what DDB Barcelona did. They created the first ad that detects people to showcase Volkswagen Passat’s pedestrian detect technology – its stops if there is a pedestrian.
Watch the Volkswagen commercial which screened in cinemas in Spain:
Interested in executing a similar innovative campaign in cinema? Contact a member of our sales team for more information.
Source: Best Ad.In and DDB Espana (YouTube channel)
The Cannes Lions International Festival of Creativity – the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers, drew to a close on 24th June in Cannes, France and saw the United Arab Emirates walk away with 26 Lions in total – 2 Gold Lions, 11 Silver Lions and 13 Bronze Lions across a number of categories. United Arab Emirates also earned 83 shortlists at this year’s Festival.
It is worthy to note that this year’s Festival received a total of 41,170 entries across 24 lion categories – with a total of 997 entries from creative agencies based in United Arab Emirates.
Below is a list of Lion wins by United Arab Emirates:
As the official representative of the Cannes Lions International Festival of Creativity in the UAE, Motivate and Motivate Val Morgan will host the UAE Cannes Lions 2017 Awards Ceremony in the month of September.
Stay tuned for further updates!
Source: Cannes Lions international Festival of Creativity
Lodha Properties – one of the largest developers based in Mumbai, India targeted one of the busiest weeks (June 22nd to 28th) of cinema – the week of EID 2017.
They went ahead and booked the No. 1 Asian cinema in UAE – City Centre Deira in line with the release of the Bollywood blockbuster Tubelight – with the intent to reach out to its desired target audience (Indian expats in the UAE).
A foyer stand with a promoter was on display in the center of the cinema’s ‘Foyer Area’, where one of their most prominent projects – Palava (India’s fastest growing city) was promoted. Cinemagoers were able to register their interest (from the UAE), which in-turn helped generate many leads for Lodha Properties.
Want to know more on how off-screen cinema advertising could help your brand move closer to its target audience? Contact a member of our Sales Team.
