Cannes Lions

SUMMER JOB

DRAFTFCB PARTNERS, Vienna / OBB - AUSTRIAN RAILWAYS / 2013

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

The creative idea was 'Spare yourself the summer job'. So, we used a trainee at the cinema to show the troubles a summer job can entail, in effect dramatizing our message. We orchestrated a film tear evoked by the trainee during the commercial block before the screenings: One could only hear the trainee’s voice cursing and asking himself, whether he had just destroyed the movie reel. Then the manager yelled at him and sent him away. Subsequently, the campaign visual 'spare yourself the summer job' appeared on the screen.

With this cinema spot we translated the campaign idea as seen in the TV-spots and print ads into a live demonstration at the cinema.

Outcome

The spot caused a sensation – regarding attention and positive reactions of the audience – in cinemas across Austria. The campaign sold 78.046 summer tickets – only within 3 months time.

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