LEAN FORWARD PROJECTIONS by Fallon, Klip Collective for Msnbc.com

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LEAN FORWARD PROJECTIONS

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market United States
Agency Fallon
Executive Creative Director Pier Nicola D'amico
Creative Director Ricardo Rivera
Creative Milton Un, Larry Olsen
Producer Moschini Productions
Agency Klip Collective
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MSNBC
Product/Service: MSNBC
Agency: KLIP COLLECTIVE
Agency: FALLON
Date of First Appearance: Oct 16 2010
Entrant Company: KLIP COLLECTIVE, Philadelphia, USA
Creative: Larry Olsen (mono)
Creative: Milton Un (mono)
Creative Director: Ricardo Rivera (Klip Collective)
Executive Creative Director: Pier Nicola D'Amico (Klip Collective)
Executive Producer: Michelle Barbieri (Klip Collective)
Director of Installation: Josh James (Klip Collective)
Producer: Moschini Productions
Post Producer: Phil Erney (Klip Collective)
Media placement: video mapped site specific projection installation - 8 market outdoor - 16 october 2010

Insights, Strategy & the Idea
The objective was to create an aggregate video installation at the launch party in support of the lean forward branding campaign for MSNBC.
Seen on a 25 monitor installation from the 57th floor of 7 World Trade Center, this installation was supplemented with building projections seen from the windows of the party all around lower Manhattan.
Secondary purpose was viral.
The target audience was Americans of all ages and the internet savvy.
The "Lean Forward" was an awareness campaign launched during the week of midterm elections, designed to transcend the polarization of American Politics and inspire progressive ideas. Projection sights were chosen to be juxtaposed against iconic American architectural landmarks.
The relevance was in the overt message and in the timing of the decisive election cycle.

Creative Execution
The strategic solution was to deploy guerrilla site specific projection installations throughout the US with amplification in viral communities.
The foundation was laid in site specific video installations and was amplified by viral distribution.

Results and Effectiveness
As a result of the communication the brand was able to send a political message that raised the discourse above petty political partisanship and exposed its direct competition as regressive.
The communication achieved the goals and influenced business outcomes by establishing the brand as a thought leader.