Category: Ambient: Stunts & Live Advertising
Advertiser: DISNEY
Product/Service: TRON LEGACY FILM
Agency: 42 ENTERTAINMENT
Executive Creative Director: Susan Bonds
Copywriter: Kevin Perry/Alison Taylor
Art Director: Johnny Rodriguez
Producer: Susan Bonds/Robert Fagan/Carolyn Kovacs
Date of First Appearance: Apr 2 2010 12:00AM
Entrant Company: 42 ENTERTAINMENT, Pasadena, USA
Description of Ambient execution
Bringing the fiction of Tron to life, a press conference was staged in San Francisco during Wondercon 2010 with a live performance featuring two of the original stars of the film: Bruce Boxleitner (Alan Bradley) and Cindy Morgan (Yori). The press conference was staged as a no-expense spared announcement of a new videogame by the fictional software company, ENCOM using high definition programmable LED screens and show lights. Hundreds of players met and organized beforehand to interrupt the conference and highlight the search for Kevin Flynn (Jeff Bridges' character). They were upstaged, however, by the arrival of an ENCOM helicopter and skydiver, who flew over and amazed the crowd by jumping out and flying over the event. Turns out the jumper was none other than Sam Flynn, son of missing Kevin Flynn, played by newcomer Garrett Hedlund. Overall, it was the movie brought to life, introducing a new character in the franchise while celebrating the older ones, and creating a real participating moment for players in the ARG.
The Outdoor Advert titled ENCOM PRESS CONFERENCE was done by 42 Entertainment advertising agency for product: Disney World (brand: Walt Disney) in United States. It was released in the Jul 2009.
