Cannes Lions

QUANTUM OF SOLACE MOTION PICTURE

OMD SPAIN, Madrid / SONY / 2009

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Overview

Entries

Credits

Overview

Execution

Spain played Argentina in the Davis Cup final of tennis. The newspapers covered this the same day that James Bond’s shadow appeared right over their editorial content.

The TV broadcast of the final competition became a national event. His imposing shadow emerged from among the crowd, witnessing this major event live and incognito. Bond’s shadow, the symbol that the Internet had popularized among his fans, “appeared” on the court during pauses in the game. A presence that also took the streets, through a reflection projected on traditional street fixtures.

These innovative appearances of Bond’s shadow on the traditional mass media made news on the Internet, where the spontaneous viral effect was perpetuated among fans and synergies were established on mobile phones to enjoy exclusive content, advantages and experiences.

Outcome

The premiere of Quantum of Solace outperforms Casino Royale in all areas. In a recession market (-13% vs. 2007), it does two times better than the main European markets.Germany, France, Italy and the United Kingdom improve 20% vs. Casino Royale, but in Spain, the premiere improved 41% vs. Casino Royale.The Quantum mix reduces advertising investment by 10% vs. Casino Royale.Yes, Quantum storms the box office on its premiere: The next 9 top-grossing films put together only make 80% percent of Quantum’s takings and final box office receipts vs. Casino Royale, up €400,000.

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