CINEMA CANVAS: COMING SOON TO A CITY NEAR YOU
Title | CINEMA CANVAS: COMING SOON TO A CITY NEAR YOU |
Brand | VRT |
Product/Service | CANVAS |
Category |
A06. Media & Publications |
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
Media Placement
|
CANVAS Brussels, BELGIUM
|
Production
|
COBRA STUDIO Brussels, BELGIUM
|
Production 2
|
SONICVILLE Brussels, BELGIUM
|
Credits
Jens Mortier |
mortierbrigade |
Creative Director |
Joost Berends |
mortierbrigade |
Creative Director |
Philippe De Ceuster |
mortierbrigade |
Creative Director |
Jesse Van Gysel |
mortierbrigade |
Copywriter |
Tom Meijer |
mortierbrigade |
Art Director |
Charlotte Coddens |
mortierbrigade |
Head of Production |
Lore Meert |
mortierbrigade |
Agency Producer |
Dorien Mathijssen |
mortierbrigade |
Strategic Planner |
Anne-Cécile Collignon |
mortierbrigade |
PR Manager |
Jonas Govaerts |
Czar |
Director |
Eurydice Gysel |
Czar |
Executive Producer |
Lander Engels |
Czar |
Producer |
Grimm Vandekerckhove |
|
Director Of Photography |
Talina Casier |
|
Art Director |
Bert Jacobs |
|
Editor |
Joost Van Kerckhove |
Moxy |
Colour Garding |
Robin De Praetere |
Czar |
Editor |
Bieke De Keersmaecker |
Czar |
Post Production |
The Campaign
We literally brought the cult films to the cities where they would be screened. We opened ‘Stanley’s Patisserie’, a chocolate store featuring the ‘A Clockwork Orange’ penis statue and other objects, all made in the finest Belgian Chocolate. Dangerous Liaisons came to Antwerp in a carriage, causing traffic jams and quite some fuzz. A raft drifted through the city of Kortrijk to announce Jaws. And magnolia’s famous diver somehow ended up in the main park in Genk. We even got the mayor of Kortrijk to participate in our teaser for Fight Club, making him look like he had been in a fight before he was interviewed on the news. This had people wondering what was going on. All these actions were then claimed by Canvas.
Campaign Success
Our campaign started off with a raft and two stuntmen looking like the main characters of Jaws drifting through the city of Kortrijk. Next, for Fight Club we hacked the national news by making the mayor of Kortrijk look like he had been in a fight before he had to give an unrelated interview. Dangerous Liaisons came to Antwerp in a carriage, displaying a pretty steaming scene. We filmed this like it was found footage and seeded it, resulting in almost a million views in 2 days. Also in Antwerp, we opened a pop-up store with a 42 kg white chocolate penis and other references to A Clockwork Orange. And somehow the diver of Magnolia ended up in a tree in Genk. We claimed every stunt the day after, with a national TV commercial in prime-time.
Describe the success of the promotion with both client and consumer including some quantifiable results
- Through smart seeding and PR we got a total of 354.230 euros in earned media.
- Audience share during Cinema Canvas went up by 70%
- All 24 screenings sold out in 2 days.
Explain why the method of promotion was most relevant to the product or service
Guerilla marketing was at the heart of this campaign. Our actions and teasers included a street stunt, a pop-up chocolate store, hacking the national news and many more. All these stunts were amplified thanks to interactions with customers who played a vital part in helping us spread our campaign.
Canvas wanted to re-establish its position as the one and only TV channel for all things culture in Belgium. That’s why we made a campaign tailored to the typical Canvas viewer, using film references we knew they, as film-lovers, would understand. We heavily relied on their knowledge and willingness to share our campaign in order to take our local stunts to a national level.