FORWARD THINKING DRAMA ON ITV SPONSORED BY HYUNDAI
Title | FORWARD THINKING DRAMA ON ITV SPONSORED BY HYUNDAI |
Brand | HYUNDAI MOTORS UK AND ITV DRAMA |
Product/Service | HYUNDAI NEXO, HYUNDAI KONA AND HYUNDAI IONIQ |
Category |
F01. Use of Film |
Entrant
|
INNOCEAN WORLDWIDE UK London, UNITED KINGDOM
|
Idea Creation
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INNOCEAN WORLDWIDE UK London, UNITED KINGDOM
|
Media Placement
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HAVAS LONDON, UNITED KINGDOM
|
Production
|
DOG EAT DOG London, UNITED KINGDOM
|
Additional Company
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VIRTUAL TV DEPARTMENT London, UNITED KINGDOM
|
Credits
Dom Sweeney |
Innocean Worldwide UK |
Creative Group Head |
Gaz Hunt-Sutherland |
Innocean Worldwide UK |
Copywriter |
Adina Cioceanu |
Innocean Worldwide UK |
Copywriter |
David Hampton |
Innocean Worldwide UK |
Account Director |
Emma Smalley |
The Virtual TV Department |
Producer |
Write a short summary of what happens in the film
The script begins at the end of the story - with our female hero angrily ripping apart a stuffed teddy bear, before becoming fixated on her car’s headlights. It’s at this very moment, that the entire story goes in reverse.
Our reverse-running storyline continues, revealing all the elaborate events that came before our opening scene. And involves a corrupt policeman, a man in disguise, a bag full of money, an unfortunate teddy, and a trio of innovative new cars.
The storyline comes to an epic end when we reveal why the car’s headlights, caught the attention of our female hero. Diamonds!
Cultural / Context information for the jury
The elaborate reverse-running story came as a continuation of our client’s brand campaign - which centres on the history of the brand and demonstrates just how much progress they have made.
As this mini-series aired along with award-winning drama, we needed to create an engaging narrative, and plot twists to keep the audience entertained and the tone of voice in line with the sponsored shows.
Explain how the work innovatively used the film medium.
Our mission was to progress traditional storytelling in TV sponsorships and capture the attention of our audience like never before.
So we created 80 seconds of reverse-running drama and split them into 8 idents that ran alongside award-winning drama series.
Each ident had its own story and could be enjoyed as standalone. But, when you watched them all together, they revealed an elaborate plotline of a much bigger story.
To drive further audience engagement, we built the story with two endings and one beginning.
So put simply, the more you watched our storyline, the more the puzzle pieces fit together.