Cannes Lions

SPACE CHANNEL

SANTA CLARA, Sao Paulo / TURNER / 2014

Case Film
MP3 Original Language
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Overview

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Credits

Overview

Description

A young couple is recording what seems to be some paranormal activities in their house. The screams are so desperate and so frighten that they start to believe that something terrible is happening. The fear goes on until they find out that it was only another colleague suffering from the extreme emotions that football causes on who is watching it.

Execution

To make our concept absolutely clear, we’ve used poster displays in movie theaters as media, placing our posters in between actual film posters, becoming part of the cinema's scenario.

For the first time, football programming was advertised in the middle of a film venue, showing that the extreme emotions that football brings up, making it part of the film universe. And, of course, of the Space Channel.

Outcome

After the campaign, Space registered an audience increase of 132%, during the games. It's a record in the channel.

Only Fox Sports, a well-established sports channel in Brazil, has got better numbers during the same games.

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