Cannes Lions

2045 Reimagined

THE BARBARIAN GROUP, New York / GE-DAKO / 2018

Film
Film
Supporting Content

Overview

Entries

Credits

Overview

Description

Steven Spielberg’s blockbuster 2018 film Ready Player One takes place in a dystopian future where the world has been devastated from serious energy mismanagement - a premise that scientists have indicated is dangerously close to becoming a reality.

This theatrical release presented the perfect opportunity for GE to communicate their involvement and innovation in the energy sector to a mass audience.

We created a 5-minute documentary short that preceded the screening of Ready Player One, highlighting the various innovative ways that GE is creating a brighter energy future around the world.

In order to accommodate the length of this short film, GE became the first advertiser in history to purchase 5 consecutive minutes of a movie pre-show, giving us a media unit in which we had ample time to demonstrate the innovations and cutting edge technology that GE employs in energy facilities around the world.

Execution

Our short film was launched in 10,311 theaters across the country, spanning 621 cities over a two-week flight.

Outcome

We amassed over 40mm impressions in the 10,311 theaters over a two week flight, reaching and educating a new audience about GE’s energy innovations around the globe. Thanks to our media placement alongside Ready Player One, we were also guaranteed to reach a captive audience with a demonstrated interest in stories involving the future of energy.

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