THE 79TH ACADEMY AWARDS
To get people talking about the Academy Awards, we used some of the most famous lines in filmmaking history. Spike Lee shot more than 225 people on the street in two days and Albert Watson photographed the Oscar statue. Each of the 50 outdoor executions displayed typography from the original movie posters. And when possible, we used media placement to amplify the message such as featuring a quote from “Sunset Boulevard” on a billboard on Sunset Boulevard. Some of the other elements of the campaign included interactive movie quote kiosks, crew t-shirts and a special party with writers from past Oscar-winning films. Our theme was also incorporated into a Netflix partnership and even the Academy Awards show itself. There was plenty of buzz, too. It was featured on Good Morning America, Entertainment Tonight, Access Hollywood, Extra, New York Times, People Magazine, Oprah, Reelz Channel and the BBC, as well as being mimicked by thousands and thousands of movie lovers online. Adweek named it their Best of the Month.
"SHOW ME THE MONEY"
The press and VIPs were invited to a pre-show party along with some of the greatest living Hollywood screenwriters.