Cannes Lions

SCI FI CHANNEL

SHACKLETON DIRECT, Madrid / NBC / 2005

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Overview

Entries

Credits

Overview

Description

Weeks before the campaign, each operator was called to a routine meeting with Universal. No mention was made about the new channel.

The day before, a demonstrative campaign started: 1. ENCRYPTING – Day before the meeting an unintelligible message is sent to be decoded in a press release on that day.2. CLONING – Day of meeting before starting, using triplets as actors, operators crossed paths with seemingly the same person in different guises and situations simultaneously.3. TIME TRAVEL – At the end they receive a memory stick with a message sent by themselves from the future - videos created from photographs of each of the guests.

Outcome

Target fulfilled. After the campaign the negotiation protocol was started and we'll soon see Sci Fi on TV! More than 80% sent their congratulations over the action.This campaign received first place prize in the John Caples Awards and the "Courageous Client Award" at the same competition.

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