Description

Brief

As part of WCRS" work for Sky we were commissioned to communicate one of Sky Movies" key benefits, showing films without adverts, as an integral part of Sky Movies’ Premiere Sponsorship initiative over the coming months.

Solution

At the beginning of 2007, Sao Paolo’s mayor introduced a ‘Clean City ’ law banning more than 8000 ads on billboards, to rid the city of ‘visual clutter’. We took advantage of the window between the ads being banned and the structures themselves being dismantled, to shoot the 60 second ad.

The creative focuses on the stark, strangely beautiful structures left when the ads were removed, accompanied by Gene Wilder’s ‘Pure Imagination’ from Willy Wonka & the Chocolate Factory. It ends with the line ‘because you like movies with no interruptions, we took away the ads.’

’ law banning more than 8000 ads on billboards, to rid the city of ‘visual clutter’. We took advantage of the window between the ads being banned and the structures themselves being dismantled, to shoot the 60 second ad. The creative focuses on the stark, strangely beautiful structures left when the ads were removed, accompanied by Gene Wilder’s ‘Pure Imagination’ from Willy Wonka & the Chocolate Factory. It ends with the line ‘because you like movies with no interruptions, we took away the ads.’

Credits

Art Director - Kit Dayaram
Copywriter - Tom Spicer
Group Director - Liz Darran
Director - Sara Dunlop
Media Agency - Mediacom
Media Planner - Josh Howdle-Fuller
Editor - Nik Hindson
Production Company - Home Corp
Post-Production Company - MPC
Audio Production Company - Wave