ONEDREAMRUSH became the active ingredient in a vast marketing cocktail. To crack China, we launched a popular online competition for emerging Chinese directors to become one of the 42 contributing artists, engaging viewers through global social networks and a content-rich website. Experiential executions were front and center with 30 parties stretching from China to the New York Film Society and Barney’s New York, all flooded with stunning branded collateral including 42 one-of-a-kind movie posters for each director. An artfully disruptive print and outdoor campaign was launched, leading to the gala debut of ONEDREAMRUSH at the China National Film Museum in Beijing. Slack-jawed attendees immediately spread buzz culminating in a last-minute invite to screen at the main venue of the 62nd Cannes Film Festival. This date was synchronized with the announcement of our Chinese competition winner at a second gala event in Beijing with interviews and events simulcast live to attendees at both locations.

The 42x42 film project was a turning point for 42Below. With a limited total budget, we far exceeded the clients charge to seed a broad and resonant brand presence through unconventional, high- impact methods.

We locked-in a genuine affinity and trust with tastemakers and influencers of the creative community like David Lynch and Harmony Korine, making each artist a powerful brand ambassador for 42Below.

Our footprint in the Chinese market is cemented with over 300 million viewers on CCTV and CCTV6 along with 300 national finalists from the online competition and the distinction of being the first collection of foreign works in a Chinese museum. Also the first implicitly branded content ever screened at the Cannes Film Festival, ONEDREAMRUSH organically generated extensive, ongoing broadcast and editorial coverage from countless publications including China Vogue, Esquire, NYMag.com, US Weekly, Variety and Filmmaker.com. ROI has shot deep into the millions.