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Target audience: Anyone interested in film, but more specifically a young
urban audience from 21-45.
Communications objective: To develop a radio campaign that would set DOXA
apart from other entertainment.
Creative Strategy: The creative strategy was based on an insight that people
want alternative forms of entertainment. When it comes to movies, far too
often moviegoers are stuck with what Hollywood offers them.
Campaign Description: The campaign highlights many Hollywood movie
stereotypes. The radio spots use a film listings, phone-in service to
demonstrate the lack of choice and expected storylines found in traditional
theaters but then goes on to suggest DOXA as a completely different film
experience.
Market commercial ran in Vancouver and the Lower Mainland.
Creative Director: Jordan Doucette
Writer: Matt Bielby
Production House: Silent Joe West
Account Director: Ben Tarr
Agency Producer: Jen Cursio
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