LOST JIGSAW PUZZLE for Sony Entertainment Television

LOST JIGSAW PUZZLE

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: SONY ENTERTAINMENT TELEVISION
Product/Service: TV SERIES
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Copywriter: Marcelo Sato (Publicis Brasil)
Art Director: Sidney Araújo (Publicis Brasil)
Account Executive: Elaine Elias (Publicis Brasil)
Account Executive: Paula Malvezzi (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Production: Marcelo Teixeira (Publicis Brasil)
Production: Flávio Zamboni (Publicis Brasil)
Photographer: Pedro Dimitrow
Illustrator: Daniel Leão
Illustrator: Alexandre Calvin
Media placement: Magazine AD - Caras Magazine - 27 January 2010
Media placement: Magazine AD - Superinteressante Magazine - 01 February 2010
Media placement: Magazine AD - Vogue RG Magazine - 01 February 2010
Media placement: Magazine AD - Lonely Planet Magazine - 01 February 2010
Media placement: Magazine AD - Maxim Magazine - 01 March 2010
Media placement: Newspaper AD - Folha De São Paulo Newspaper - 29 January 2010
Media placement: Newspaper AD - O Estado De São Paulo Newspaper - 29 January 2010
Media placement: Airport Monitors - Cumbica International Airport In São Paulo - 15 February 2010
Media placement: Subway Stations Billboards - Sao Paulo And Rio De Janeiro Subway Lines - 23 January 2010
Media placement: Art Gallery - Romero Britto Art Gallery - 20 January 2010

Summary of the Campaign
An image was created containing all of the mysteries in the Lost television series, inviting the spectator to remember them and to seek for answers watching the last season. This image reached the public in an unusual way: as a jigsaw puzzle, split into parts in the form of newspaper and magazine ads, subways station billboards and media cards. Each part of the image began to be fiercely disputed by thousands of people spread around Brazil and the world, and it was present in blogs and sites, with the channel’s twitter giving clues as to where people could find the pieces of the puzzle. The image gained worldwide acclaim, being considered by the series’ producers Carlton Cuse e Damon Lindeloff as the best campaign ever to be created for Lost. And it was exposed as an art exhibit in one of the most important art galleries in Brazil – Romero Britto.

The Goal
We wanted to engage all Lost fans with a campaign, extending it to different spontaneous medias and maximize a limited budget. Recover the series’ initial audience. Induce Lost viewers to watch the next AXN series.

Results
The image immediately became a must-have for fans. Merely 3 hours after going on air, it was in over 50 sites and 280 blogs related to the series. The quest for “pieces” was intense, generating information exchange on twitter and in other specialized discussion groups in the net. Specialized media displayed the original way in which the campaign reached the public. Media related to art mentioned the image at the Romero Britto gallery. Carlton Cuse e Damon Lindeloff:“the best campaign ever to be created for Lost, anywhere in the world.” On its debut, the sixth season of Lost had a 65% increase over its previous season – the icing on the cake for one of the greatest TV series ever produced.

Execution
An image was created containing all of the mysteries in the Lost television series, inviting the spectator to remember them and to seek for answers watching the last season. This image reached the public in an unusual way: as a jigsaw puzzle, split into parts in the form of newspaper and magazine ads, subways station billboards and media cards. The channel’s twitter gave clues as to where people could find the pieces of the puzzle. Later, the image was distributed as a poster to some lucky fans. The image was also exposed as an art exhibit in one of the most important art galleries in Brazil – Romero Britto.

The Situation
Over the last seasons, Lost had watched its initial audience decrease significantly and needed to recover it to end the series on a high note. The challenge was to bring back the thousands of viewers who had drifted away.

The Strategy
Create something attractive, unusual and collectible by fans, to provoke a viral outburst in the net and generate a buzz in general interest media.