Cannes Lions

TV PROGRAMME

SYFY, New York / SYFY / 2010

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

To convey this important selling point in print ads, Syfy put a playful twist on an iconic image that, when combined with a direct tagline, would both resonate with anyone acquainted with the original tale, and entice those looking for something new: A different-looking Alice, peering down the infamous rabbit hole.

Outcome

The effectiveness of the Alice strategy was made clear by the ratings: the 2-hour event out-performed any other movie in the channel’s history.

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