Cannes Lions

WORLD'S FASTEST RUNNING MOVIES

STARCOM MEDIAVEST GROUP, Dubai / ADIDAS / 2013

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Case Film
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Overview

Entries

Credits

Overview

Execution

We partnered with Fox Movies to create the world’s fastest running movies. We turned feature length films into 30 second recaps using ‘speed’ cuts F50 style. These 30 second recaps were then placed as the last ad-breaks in the respective movie enabling viewers to catch-up on what they have missed. Adidas were able to own the ad-break as well as block out all other advertisers. F50 made ad-breaks run faster as well as entertained our ad-weary audience. And in the process, we changed the way ad-breaks operate in the region.

Outcome

The world’s fastest running movies reached 7.5 million people in the region** The F50 was almost sold out as its sales increased by 86% in just 1 month. Moreover, year-on-year sales of the football category increased by 16.2%*** The 30 sec ad-breaks were 60% cheaper than buying a 30 sec TV spot in the same slot**** Fox Movies also shared these movies with their 510,000 Facebook fans. The 4 posts in total got more than 210 likes & 90 shares.

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