FOOTPRINTS by David&Goliath for Universal Studios

FOOTPRINTS

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Industry Cinemas, Theatres & Concert Halls, Publishing, streaming & media, TV Channels/Radio Stations and Programmes
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market United States
Agency David&Goliath
Executive Creative Director Colin Jeffery
Creative Director Steve Yee, Ben Purcell
Art Director Bryan Carroll, Ben Salas
Copywriter Aroon Mukhey
Producer Meredith Ball
Photographer Jonathan Alcorn
Account Supervisor Jana Wentz
Released May 2010

Awards

Cannes Lions 2011
Outdoor Lions Stunts & Live Advertising Bronze

Credits & Description

Type of Entry: Ambient
Category: Stunts & Live Advertising
Title: FOOTPRINTS
Advertiser/Client: UNIVERSAL STUDIOS HOLLYWOOD
Product/Service: KING KONG 360 3D RIDE
Entrant Company: DAVIDANDGOLIATH El Segundo, USA
Advertising Agency: DAVIDANDGOLIATH El Segundo, USA
Chief Creative Officer: David Angelo
Executive Creative Director: Colin Jeffery
Creative Director: Ben Purcell/Steve Yee
Art Director: Bryan Carroll/Ben Salas
Copywriter: Aroon Mukhey
Account Manager: Mike Braue
Account Supervisor: Jana Wentz
Producer: Meredith Ball
Art Buyer: Andrea Mariash
Photographer: Jonathan Alcorn
Description of Ambient execution:
Universal Studios Hollywood Theme Park created a ride based on the movie King Kong and asked us to promote it. Our approach for King Kong was not to market it as simply a ride, but rather to treat it as an immersive, intense, real world experience. We wanted people to feel as if a destructive and intimidating King Kong had entered their world and was more real than ever. In order to do this, we created a series of stunts at iconic Los Angeles landmarks. At Santa Monica Beach we hired sand sculptors to show up at midnight and create giant footprints along the beach. At sunrise it didn’t take long to get a response. The even attracted a crowd and soon news copters swarmed the scene airing the story on 60 channels across the country. The event was documented with a camera and spread virally. The buzz continued as footprints were next discovered at dodger stadium. The prints trampled the field and left the outfield in ruins. News stations continued to spread the word. In addition, tossed smoking vehicles were discovered around Hollywood as impact was felt around the city.