Sony Entertainment Television Design & Branding LOST VI. THE KEY TO THE ENIGMA by Publicis Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues, Kevin Zung
Art Director Sidney Araujo
Copywriter Marcelo Jun Sato
Photographer Pedro Dimitrow
Illustrator Alexandre Calvin, Marclo Moura E Daniel Leão Guerriero
Released January 2010

Credits & Description

Category: Posters
Product/Service: LOST TV SERIES
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Copywriter: Marcelo Sato (Publicis Brasil)
Art Director: Sidney Araújo (Publicis Brasil)
Account Executive: Elaine Elias (Publicis Brasil)
Account Executive: Paula Malvezzi (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Production: Marcelo Teixeira (Publicis Brasil)
Production: Flávio Zamboni (Publicis Brasil)
Photographer: Pedro Dimitrow
Illustrator: Daniel Leão
Illustrator: Alexandre Calvin
Media placement: Posters Included In Magazine - Superinteressante - 01 February 2010
Media placement: Posters Sent By Mail - Abril Mailing List - 01 February 2010

Describe the challenges and key objectives
The challenge was to recover the spectators who had abandoned the series, so that it could end on a high note. The problem was to do so with a relatively limited budget and with no information on what would be aired during the final season. It was necessary to create something that, besides being informative, became wanted and collectable by fans, in order to engage them into divulging the campaign themselves. The created image achieved all of these objectives, for it was unprecedented, informative and with the potential of becoming viral in hundreds of blogs, sites and discussion groups related to the series, throughout the world.

Describe the brief from the client
The challenge was to create something surprising to announce Lost’s final season, something that could be transformed into a must-have for fans.

Describe how you arrived at the final design
A poster was created with a new image, containing all of the series’ unsolved enigmas. Remember the series’ mysteries and reveal that there would be answers was the strategy to recover the spectators who had abandoned it. The challenge was to gather all this information in a way that was neither boring nor repetitive. A mosaic of all the series’ enigmas was formed, a kind parallel universe for Lost. The fusion of these parts to form one image consumed 360 hours of computing, using two professionals. The result, both conceptually and aesthetically, was a unique way to represent Lost, totally different from anything previously produced for the series.

Give some indication of how successful the outcome was in the market
The poster immediately became a must-have for fans. Merely 3 hours after going on air, it was in over 50 sites and 280 blogs related to the series. The image was so impressive that it was exposed in one of the most important art galleries in Brazil – Romero Britto. The image gained worldwide acclaim, being considered by the series’ producers Carlton Cuse e Damon Lindeloff as the best campaign ever to be created for Lost, anywhere in the world. At the start of its last season, Lost was leader in 25 Pay-TV targets. In short, Lost recovered its prestige, going down in history as one of the greatest series ever produced for TV.