Fox Movies: Scary Movie 4

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

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17 comments

just's picture
just
144 pencils

Why do you explain? it's pretty clear...

aazzeemm's picture
aazzeemm
42 pencils

but not very impressive

Milan Solanki's picture
Milan Solanki
986 pencils

nice and impressive

kalankji's picture
kalankji
229 pencils

u get it in less than 3 seconds, thats the beauty of this campaign!!

ItMatters's picture
ItMatters
2171 pencils

Not groundbreaking but still pretty amazing campaign. Simple, straight to the point, great.

Temple's picture
Temple
9613 pencils

Excellent.

tlc's picture
tlc
64 pencils

Very nice indeed

Nike Diesel's picture
Nike Diesel
13339 pencils

Nice campaign. An eye stopper for sure.

bate_palmas's picture
bate_palmas
1481 pencils

I think it's great.

thedesignaddict's picture
thedesignaddict
5202 pencils

Nice work. Very smart use of the medium.

Reminds me of this;
http://crossthebreeze.com/2009/12/15/without-interruption/

kleenex's picture
kleenex
22696 pencils

Solid concept.

morse's picture
morse
14019 pencils

Lovely idea!

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

metis's picture
metis
413 pencils

Amazing idea, you know it's great when it seems obvious after you've seen it. Flawless really.

Roger Keynes's picture
Roger Keynes
5497 pencils

Cool. But I have this nagging feeling... ;)

Will Think for Salary

m-adman's picture
m-adman
185 pencils

I like it, but how do you take this campaign to other media?

spears ava's picture
spears ava
206 pencils

great idea

Lodi2's picture
Lodi2
19 pencils

not bad

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