Fox Movies: Matrix Reloaded

Challenge: Nobody likes to be interrupted movies, so Fox Movies created a time-slot to air movies without commercials. We were asked to increase awareness of these "break-free movies".

Creative Solution: We reached our target audience through magazines covering celebrity gossip, beauty & fashion secrets, cinema listings and movie reviews. We ran double-page spreads of movie scenes from the "break-free" time slot. By tearing out the fake promotional ads that split the movie scene in two, we demonstrated the advantage of watching a movie without commercials.

Results: The campaign was viewed by 2.4 million readers and got over 1 million visitors searching for the "break-free" movie listings on the website. During the campaign, the Fox Movies Facebook page reached 300,000 fans.

Advertising Agency: Leo Burnett, Dubai, UAE
Regional Executive Creative Director: Peter Bidenko
Creative Director: Mohamed Oudaha
Copywriter: Jaison Ben
Traffic Manager: Gabriel Norhonha
Art Director: Mohammad Aram
Graphic Designer: Ammar Safi
Junior Communication Executive: Nadia Bedaywi
Communication Manager: Lara El Barkouki
Regional Communication Director: Nicolas Roux


Jackbr's picture
1476 pencils



dadada's picture
1720 pencils

well done and bravo for the printing house!

Everybody is creative, be yourself.

Bamboo Marketing Online's picture
Bamboo Marketin...
178 pencils

Cool!!! very good idea!

CommandZ's picture
2486 pencils

Great idea.

jimmymars's picture
58 pencils

In reality, there should be 15 pages torn in between this ad (dutch commercial breaks), but it gets the point across.

spears ava's picture
spears ava
206 pencils

i like a lot

Log in or register to post comments