The Hole 3D: The launch of the movie

Launch of the movie The Hole in 3D directed by Joe Dante.
(A pair of brothers stumble upon a mysterious hole in their basement that leads to the darkest corridors of their fears and nightmares.)

Step 1: 2 weeks before: GUERRILLA. Floorstickers with a man falling into an hole were placed all over metro stations in Rome and Milan and in hundred of movie theaters.
Step 2: 2 weeks before WEB. Website about the movie with extra content (trailer, bills, phobias etc..).
Step 3: 10 days before: AMBIENT. Fake legs were added at the floorstickers and at special Billboards.
Step 4: 1 week before: EVENT. A black container was placed in the center of Milan and people were invited to challenge their fears. An infrared-cam recorded people’s reactions and the videos were uploaded on youtube and facebook.
Step 5: PROMOTION. Limited edition t-shirts (showing different fears to fight) were produced. People could win them entering the container.
Step 6: GADGETS. Fluorescent bracelets were given during the days of the event.
Step 7: 2 days before: 3D PRINT. Special 3D print was published on free press “On Stage”. 3D glasses were distributed with the magazine.

Advertising Agency: Auge, Milano, Italy
Creative Directors: Federica Ariagno, Giorgio Natale
Graphic designer: Corrado Grilli
Copywriter: Niccolò Bossi
Photographers: Corrado Grilli, Niccolò Bossi
Event production: h(live)
Published: May 2010

7 comments

Ramezani's picture
Ramezani
315 pencils

simple and good.

Guest's picture
Guest

good stuff

esia's picture
esia
239 pencils

boring.

TommyO's picture
TommyO
1866 pencils

What an exhausting campaign.

Guest's picture
Guest

yeahh a lot of stuff uh?

Guest's picture
Guest

VERY GOOD!

jasonyu0320's picture
jasonyu0320
49 pencils

I like the one that located at the buttom of the evelevator !!! Nice installation !

Log in or register to post comments