Ruben Guthrie, a black comedy about the more colourful side of the advertising business, is the directorial debut of acclaimed Australian actor/writer – Brendan Cowell.

To promote its launch, Madman Entertainment briefed us to ensure key influencers in the Australian media and advertising industry attended its Sydney Film Festival premiere.

We created a promotional piece that could be sent directly to targeted individuals in the media and advertising trade press and key advertising agency leaders.

And, be engaging enough to not be thrown in the bin, along with every other promotional piece they get daily.

So, we made the promotional piece into a replica of the coveted D&AD yellow pencil. Concealed inside was a hip flask filled with Johnnie Walker Double Black, a co-sponsor of the film.

It instantly captured the films two main preoccupations – awards & alcohol. And was an effective and collectable reminder of the upcoming premiere.

The creative execution was relevant to the film that it was promoting, because it distilled its two major themes – the protagonists preoccupation with winning accolades and drinking alcohol.

The DM piece was sent out to a total of 50 planned key influencers across the media and advertising industries.

It drove them to the official trailer at rubenguthrie.com.au and invited them to attend the premiere on the opening night of the Sydney Film Festival.

The DM piece was successfully delivered to each of the target influencers on our plan.

As a consequence, Ruben Guthrie, it’s cast and it’s Director/Writer Brendan Cowell received editorial coverage in 181 websites and publications.

Within hours of the DM piece being sent out, the official trailer was viewed more than 2000 times.

The premiere on the opening night of the Sydney Film Festival was sold out.