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