| Title | WE MAKE ANGELS |
| Brand | WARNER BROS |
| Product/Service | BLADE RUNNER 2049 |
| Category |
E02. Use of Ambient Outdoor |
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Entrant
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ADDENDO Rome, ITALY
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Idea Creation
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ADDENDO Rome, ITALY
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Media Placement
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ADDENDO Rome, ITALY
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Production
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ADDENDO Rome, ITALY
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Credits
| Anna Paterlini |
Addendo - creative company of Urban Vision |
Account Manager |
| Claudia Lubelli |
Addendo - creative company of Urban Vision |
Account Director |
| Sofia Ludovici |
Addendo - creative company of Urban Vision |
Head of Production |
| Fabiola Belardinelli |
Addendo - creative company of Urban Vision |
Producer |
| Alessia Garulli |
Warner Bros |
Marketing Director - Sony Pictures |
| Roberta Ciaburri |
Warner Bros |
Advertising manager - Sony Pictures |
Brief Explanation
For the official launch of the movie Blade Runner 2049, a giant transparent case appeared on the maxi billiboard in Corso Garibaldi 115, in Milan. Inside, the iconic pouring rain of the distopic world created by Philip Dick soaked up an impressive Nexus 9, a 4-meter tall 3D mockup of an android.
The installation, the only unconventional activity for the launch of the movie in Italy, was on air on October 4th-15th and encapsulated two of the main iconic features of both Blade Runner and Blade Runner 2049 (the rain and the making of the androids-angels) becoming a subtle and mystical fil rouge between the movies.
The project delivered two main opportunities:
- to reach out to the out-of-home target with a high-impact installation that for the first time brought water onto an maxi billboard
- to redirect such target to social media thanks to the hashtags #WeMakeAngels and #BladeRunner2049.
Updated Results:
• The Facebook photo gallery of the installation reached over 45.000 people and received more than 700 reactions, comments and shares.
• A video of the installation was shared on Facebook and was viewed by more than 13.000 users and received 468 enthusiastic reactions, comments and shares