ICAD 2014 Bronze Award Winner for Direction (Digital)
Four ICAD 2014 Commendations: Web Film, Art Direction, Integrated Digital Campaign & Direction
Brief: 48 came to us with a brief (This being the thing that clients do from time to time)
They wanted to create an Online and OOH campaign to target 18-22 yr olds.
18 to 22 are the best 48 months of your life. On becoming 22 your freedom is over and you must begin taking on responsibility. Scary stuff to any 18 yr old.
So we created a fake movie trailer to a non-existing horror movie. That when you turn 22 you are 'taken'.
We also created cinema posters, online banners and take overs. We even convinced TV3 that it was a real movie and they interviewed our 'Star' and 'Director'.
We kept the lie going for one week. Picking up over 300k views on YouTube and revealed all the following Monday.
Solution: 'It's Your Time - Play While You Can'
'22' - It's Your Time - Movie Trailer
'22' Movie Posters x 2
The Reveal - 48 - Play While You Can
PLYC - OOH
Cannes 2014 Case Study Video
