| Title | THE UNDERWATER POSTER |
| Brand | WARNER BROS ENTERTAINMENT FRANCE |
| Product/Service | AQUAMAN FILM |
| Category |
A05. Media / Entertainment |
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Entrant
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WARNER BROS ENTERTAINMENT FRANCE Neuilly-Sur-Seine, FRANCE
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Idea Creation
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BRAND STATION Paris, FRANCE
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Media Placement
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BRAND STATION Paris, FRANCE
|
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Production
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L'ALTERNATIVE Paris, FRANCE
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Production 2
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METROPOLE Gennevilliers, FRANCE
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Credits
| Loic Chauveau |
Brand Station |
Chief Creative Officer |
| Damien Guiol |
Brand Station |
Creative Director & Art Director |
| Samy Benama |
Brand Station |
Creative Director & Copywriter |
| Hugo Venutier |
Brand Station |
Art Director |
| Elise Bussac |
Brand Station |
Copywriter |
| Djavid Karmaly |
Brand Station |
Copywriter |
| Louis Wallet |
Brand Station |
Motion Designer |
| Noe Paris |
Brand Station |
Motion Designer |
| Xavier Delaporte |
Brand Station |
Business Director |
| Johanna Varlet |
Brand Station |
Account Manager |
| Natcha Crea |
Brand Station |
New Business Manager |
| Fabien Manzano Martinez |
Brand Station |
PR Manager |
| Remy Guizerix |
Brand Station |
Agency Producer |
| Laetitia Bernard |
Brand Station |
Production Manager |
| Pauline Juliano |
Brand Station |
Production Manager |
| Emmanuel Cuesta |
Kuest Prod |
Director |
Why is this work relevant for PR?
The Underwater Poster was the most relayed film launch campaign in France by the medias.
Background
In a context where people don’t ever bother to look at advertising posters anymore, how can we create an impactful poster campaign that truly stands out for the upcoming release of Aquaman in movie theaters ?
Describe the creative idea (20% of vote)
We created « The Underwater Poster » : the first poster ever that lets you truly dive into the movie. For this campaign, we printed one single massive poster which was set-up at the bottom of the Pailleron olympic-sized swimming pool in Paris.
Describe the PR strategy (30% of vote)
Our strategy was to make a splash for the upcoming release of Aquaman in France by creating the first underwater poster. Our target audience was the general public : people were able to come and see the poster at the swimming pool. As for swimmers, they were able to truly take the experience to the next level by swimming directly with the poster. Medias, journalists and influencers were also solicited, and were able to come to the pool to see the poster for themselves, as well as relay the campaign.
Describe the PR execution (20% of vote)
First of all, we enlarged the official Aquaman poster to create a giant 495 square meters x 1,5 tons poster. We then printed this poster and set it up at the bottom of the Pailleron pool in Paris. It took 10 professional divers and a grand total of 14 hours of work to achieve this feat. The poster, which was water & chlore resistant, was available to see during an entire week at the Pailleron pool, a week before the movie was to be released (on the 18th December 2018). Our target audience was the general public : people were able to come and see the poster at the swimming pool. As for swimmers, they were able to truly take the experience to the next level by swimming directly with the poster.
List the results (30% of vote)
- 1 french box office - 3 worldwide box office - +412 million global impressions - 5,9 million euros earned media