LOST VI. THE KEY TO THE ENIGMA by Publicis Sao Paulo for Sony Entertainment Television

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LOST VI. THE KEY TO THE ENIGMA

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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: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: SONY ENTERTAINMENT TELEVISION
Product/Service: LOST TV SERIES
Agency: PUBLICIS BRASIL
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: Adcards and Posters - Bars, Restaurants and Art Galleries - 20 January 2010

Describe the challenges and key objectives
The objective of the campaign as a whole was to make the image viral, so the series’ fans themselves could help to divulge Lost’s final season. This way, the message could reach fans who had abandoned the series – the main target of the campaign. In this strategy, the adcard was immensely successful, as it became a must-have for fans, who used sites and blogs to trade information on where to find the adcards. The channel’s twitter started giving out this information due to the ever increasing interest the adcards caused.

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 new image was created, containing all of the series’ unsolved enigmas. It was split into 16 different adcards that were distributed in bars and restaurants. The image is a kind of parallel universe for Lost. A mosaic of all the series’ enigmas, fused into one image in a process that consumed 360 hours of computer manipulation. Even though the image was very attractive, it contained too much information to be assimilated at once. However, what was initially a problem turned out to be an opportunity. By dividing the image in adcards, we transformed it into a collectible, stimulating the series’ fans into going on a quest to locate “pieces from the puzzle” in bars and restaurants.

Give some indication of how successful the outcome was in the market
The adcards soon became a rage among fans, being intensely sought-for and commented by them. The strategy helped transform the campaign into a huge success, appearing in 280 blogs and 50 sites related to the series all around the world. The image’s graphic quality was so impressive it ended up exhibited 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.