Cannes Lions
M&C SAATCHI, Melbourne / MELBOURNE INTERNATIONAL FILM FESTIVAL / 2004
Overview
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Credits
Description
Foreign films are characterised by the black ‘letterboxing’ on the top and bottom of the cinema screen. The idea was to take this motif and apply it to a variety of multi-cultural restaurant windows. Given our very limited budget, it was a cost-effective way of targeting a demographic that would be the most receptive to our message.
Outcome
The day after the Festival opened was its biggest day at the box office in its 52-year history. With record attendances - almost double the number of sold-out sessions on last year. The Festival box office recorded a 17% increase in bookings compared to the previous year. In addition, the number of sold-out sessions rose from 36 in 2002 to well over 60 in 2003, and near-capacity sessions were recorded for the majority of other sessions.
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