THE HULK by DDB Auckland for Sky Tv

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THE HULK

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market New Zealand
Agency DDB Auckland
Creative Director Adam Kanzer, Kim Ellison
Art Director James Conner
Released October 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: SKY TELEVISION
Product/Service: SKY MOVIES TV CHANNELS
Agency: DDB NEW ZEALAND
Date of First Appearance: Oct 14 2009 12:00AM
Entrant Company: DDB NEW ZEALAND, Auckland, NEW ZEALAND
Art Director: James Conner (DDB)
Writer: Christie Cooper (DDB)
Group Executive Creative Director: Toby Talbot (DDB)
Creative Director: Adam Kanzer (DDB)
Managing Partner: Scott Wallace (DDB)
Account Director: Danielle Richards (DDB)
Account Manager: Brad Armstrong (DDB)
Creative Director: Kim Ellison (DDB)
Account Director: Patrick Hancock (DDB Shop)
Creative Technologist: Heath Lewis (DDB Shop)
Innovations Director: Craig McKay (DDB Shop)
Senior Developer: Dave Vaughan (Tribal/DDB)
Sound: (Liquid)
Media placement: Cinema - Cinema - 14.10.2009

Results and Effectiveness
Everyone who was in the cinema really embraced the ad and we had full participation every time it played. The results exceeded Sky’s expectations when they received 2701 new sign-ups during the month the ad was playing.

Creative Execution
We created an interactive, voice-activated cinema ad that would engage movie lovers and use the media in a fun new way. We demonstrated exactly what happens when you make The Hulk angry. It started with the torso of a skinny guy wearing a shirt with the super ‘Yell at the screen to make him angry’. The louder the crowd yelled the bigger he became. If the crowd stopped yelling he shrunk. After a good deal of yelling his shirt ripped off and he turned became The Hulk.

Insights, Strategy & the Idea
SKY TV were holding the New Zealand television premiere for the movie ‘The Incredible Hulk’. The client asked us to create a campaign that would increase awareness of the high calibre of movies that they played on Sky and engage new and existing customers by restoring fun to the brand. Our strategy was to bring the movie to life through a highly engaging piece of creative that the consumers could actually interact with.