Sitges Fantasy Film Festival Promo ALL WORK AND NO PLAY MAKES JACK A DULL BOY by China Madrid

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Industry Shows, Events & Festivals
Media Promo & PR
Market Spain
Agency China Madrid
Creative Director Pablo Gonzalez De La Peña, Pablo Gutierrez
Art Director Roberto Ruiz
Copywriter Juanma Corbalán
Released October 2010

Credits & Description

Category: Entertainment & Leisure
Product/Service: FILM FESTIVAL
Agency: CHINA
Date of First Appearance: Oct 5 2010
Entrant Company: CHINA, Madrid, SPAIN
Creative Director: Pablo González de la Peña (China)
Creative Director: Pablo Gutiérrez (China)
Art Director: Roberto Ruiz (China)
Copywriter: Juanma Corbalán (China)
General Creative Director: Rafa Antón (China)
Media placement: Press Note - Cinema Magazines - 25 September 2010
Describe the objective of the promotion.
Promote Sitges Fantastic Film Festival 2010, the world’s most renowned festival in its genre, to the the sci-fi film fans.
Describe how the promotion developed from concept to implementation.
The Festival celebrated the 30th anniversary of "The Shining". So we decided to publish a book to make a homage to Kubrick’s film: “All work and no play makes Jack a dull boy” - the Jack Torrance unpublished and unfinished book. It features the famous phrase that Jack Nicholson character typed over and over again at the Overlook Hotel, spread on 315 pages.
Explain why the method of promotion was most relevant to the product or service.
The Sitges Fantasy Film Festival audience is very fond of all collectors' items in the genre. The book was meant to become a cult object for specialised journalists and movie fans.
Describe the success of the promotion with both client and consumer including some quantifiable results.
“All work and no play makes Jack a dull boy” became one of the most coveted pieces for the film lovers who attended the festival. 30 reviews about the book were published in the specialised media.