DISTRICT 9 by The Jupiter Drawing Room South Africa for LUCKY PET

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DISTRICT 9

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Industry Pet Food, Pet Care Products & Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Livio Tronchin
Art Director Andrew Lang Cape Town
Copywriter James Armstrong Cape Town
Released October 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: OCEANA BRANDS
Product/Service: LUCKY PET CAT FOOD
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Executive Creative Director: Ross Chowles
Creative Director: Livio Tronchin
Copywriter: James Armstrong
Art Director: Andrew Lang
Account Manager: Christobel Koul
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA

Description of Ambient execution
Lucky Pet is a South African cat food brand that looks for unique ways to engage with pet food buyers. So we hijacked the blockbuster District 9. In the film, the aliens have developed an insatiable taste for cat food. While the movie was on, we put Lucky Pet tins with stickers reading “LOVED BY CATS AND OTHER CREATURES” in the theatre exit passage. Cat-loving cinemagoers could pick these up and take them home. 384 tins were taken at 8 major cinema complexes in just one evening. By the next morning bloggers and the online social community had picked up on the ambient giveaway and extended its reach on the web – to the extent that the client was inundated with email requests for product, even from overseas.