Warner Bros. Print Looney Tunes: They're In Town (Conveyor Belt) by Lew'Lara\TBWA Sao Paulo

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Looney Tunes: They're In Town (Conveyor Belt)

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Industry Cinemas, Theatres & Concert Halls, Publishing, streaming & media, Records & Cinema Production
Media Print, Magazine & Newspaper
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Released September 2004

Credits & Description

Advertising Agency: LEW LARA , Sao Paulo, BRAZIL
Date Of 1st Implementation: 13/12/2003

Leandro Mesquita Lew Lara Media Supervisor

Luciana Kicushi Warner Director
Mozar Gudim Lew Lara Art Director
Leonardo Gonsalves Lew Lara Copywriter
Marco versolato Lew Lara Creative Director

Communication Goals
Action and to accomplish this with a unique action both fun and faithful to the tradition of humor that’s made Looney Tunes so popular with fans of all ages.

Media Strategy
This type of media action had never been carried out before. It used the conveyor belts in airport baggage pick-up areas to reach targets at the moment they arrived and were waiting for their bags. Not only was this method unique, it was also spontaneous and non-intrusive. It surprised people offering them information and entertainment at a moment they were probably tired after their trip. This interlude of levity was presented in a friendly tone and achieved great impact with low dispersion, thereby strengthening the bond between product and consumer.

Creative Executions
The props with the cartoon figures that transmitted the concept of the movie as well as the context of the situation created, were strategically thought out, selected and allocated in accord with the place chosen for the action. The perfect match between the pieces and the scenario created an atmosphere of fantasy within an everyday situation, bringing the universe of the movie to its target public and transmitting the information precisely as intended.

Media Effort
The media idea guaranteed that the action would be totally appropriate for advertising the launch of the movie, combining planning, creation and perfect execution within the intended context of fun and novelty, bringing Looney Tunes to Brazil and starting the campaign at the point of arrival, the airport.

Value For Money

The action, in addition to its instant impact on the targets present at the airport, also generated a great deal of buzz. What’s more, it was covered by various news sources, significantly increasing its reach via spontaneous media.