Lifetime Film Five by Creative Artists Agency, J. Walter Thompson New York

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Industry TV Channels/Radio Stations and Programmes
Media Film
Market United States
Agency Creative Artists Agency
Agency J. Walter Thompson New York
Production Chestnut Ridge Films
Production Echo Films
Production Freestyle Productions
Production Lifetime Network
Production Sony Pictures Television
Released September 2011


One Show 2012
One Show Entertainment Television / Specials or one-time screenings Gold

Credits & Description

Category: Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Advertiser: LIFETIME
Product/Service: FIVE
Agency: JWT
Director Of Branded Entertainment: Mike Wiese (JWT New York)
Senior Vice President Marketing: Tim Nolan (Lifetime Network)
Senior Director Consumer Marketing: Ann Marie Granite (Lifetime Network)
Director Production: Jennifer Ferguson (Lifetime Network)
Director Design: Aaron Day (Lifetime Network)
Agent: Tera Hanks (Creative Artists Agency)
Agent: Sonya Rosefeld (Creative Artists Agency)
Executive Producer: Kevin Chinoy (Freestyle Productions)
Executive Producer: Francesca Silvestri (Freestyle Productions)
Executive Producer: Kristin Hahn (Echo Films)
Executive Producer: Jennifer Aniston (Echo Films)
Executive Producer: Paula Wagner (Chestnut Ridge Films)
Executive Producer: Marta Kauffman
Executive Vice President/Movies And Mini-Series: Helen Verno (Sony Pictures Television)
Senior Vice President/Original Movies: Tanya Lopez (Lifetime Network)
Vice President/Regional Creative Director: Jaime Rosado (JWT San Juan)
Media placement: Television Movie - Lifetime Television Network; Sony Television International - HBO Latin America, Nine Networks (Austr - 10 OCTOBER 2011

Campaign Description
Branded Entertainment in the USA is now standard practice for brands, agencies and media platforms, especially broadcast and cable television channels.
For television, the traditional model is for brands to fund production and buy their way on the schedules via a media commitment, or barter the content to the distributor.
The restrictions are imposed by programming, which controls the creative side of the network. For Branded Entertainment to succeed, programming must be involved in the development and production.

After overwhelming success in Puerto Rico for ‘5 Women, 5 Composers’, a music event and television special in support of The Susan G. Komen Foundation, we decided to go bigger. We developed a format for a scripted television movie.
The objective of ‘Five’ was to create an entertainment brand and tell a story based upon the 5 phases of a woman’s battle with breast cancer: Diagnosis, Acceptance, Treatment, Support, and Living. Each phase is an act of the film, intercut to tell 1 complete story. The film would raise awareness for the prevention and battle of the disease, supporting Komen and other organisations committed to battling breast cancer.
We pitched Lifetime Networks, and superstar Jennifer Aniston. She signed on to direct and executive produce. From there other names signed on to direct, like Demi Moore and Alicia Keys. Lifetime agreed to finance the film with Sony Television, which would distribute the film around the world, including HBO Latin America, Nine Networks in Australia, Sky Living in the UK and SET Pix in India. The film was produced and premiered on Lifetime in the USA in October 2011.
The challenge was to launch a brand through entertainment, and within the traditional process of television, which required production financing from multiple partners. We procured needed brand partners to offset the production investment. Ford and Wal-Greens signed on as integration partners.
What makes Five unique compared to content traditionally created by other agencies and brands, is the film was pitched, developed, produced and distributed like any traditional television movie, not a brand campaign.
Five demonstrates a great story is the best way to build a brand. When marketing objectives are aligned with premium entertainment, we can truly make a difference.

The primary draw for Five was via earned media: the A-list talent attached to the project, like Jennifer Aniston, Demi Moore and Alicia Keys, covered extensively by media outlets and blogs around the world.
Five featured an integrated marketing campaign with Lifetime, including cinema, television tune-in spots, outdoor, digital, social medial and PR. Glamour magazine covered the making of the film, with a cover story featuring the key talent. Taxi tops promoted the tune-in for the film with individual ads featuring various cast and directors. National morning show Good Morning America also created a feature story with the talent.

‘Five’ played to over 13m viewers during October. Millions more impressions via PR and publicity were generated for the film and the cause, including the cover of Glamour magazine, and appearances by the talent on Good Morning America.
Daily Variety, the preeminent publication for the Hollywood community, perhaps summed up Five in its review of the film:
Wearing ribbons and outfitting football players in hot pink may be a great way to acknowledge Breast Cancer Awareness month, but they don't bring home the complexity of emotions and consequences associated with the illness like Five, the star-studded original movie from Lifetime. With a dream team of producers, directors, writers and stars, this is more than a message movie; it's artful storytelling at its finest, focusing on the human considerations of a disease that afflicts one in 8 women.