Scary Movie 4

Agency Network: 
July 2012


Challenge: Nobody likes to be interrupted movies, so Fox Movies created a time-slot to air movies without commercials. We were asked to increase awareness of these "break-free movies".

Creative Solution: We reached our target audience through magazines covering celebrity gossip, beauty & fashion secrets, cinema listings and movie reviews. We ran double-page spreads of movie scenes from the "break-free" time slot. By tearing out the fake promotional ads that split the movie scene in two, we demonstrated the advantage of watching a movie without commercials.

Results: The campaign was viewed by 2.4 million readers and got over 1 million visitors searching for the "break-free" movie listings on the website. During the campaign, the Fox Movies Facebook page reached 300,000 fans.

Print advertisement created by Leo Burnett, United Arab Emirates for Fox, within the category: Media.

Advertising Agency: Leo Burnett, Dubai, UAE
Regional Executive Creative Director: Peter Bidenko
Creative Director: Mohamed Oudaha
Copywriter: Jaison Ben
Traffic Manager: Gabriel Norhonha
Art Director: Mohammad Aram
Graphic Designer: Ammar Safi
Junior Communication Executive: Nadia Bedaywi
Communication Manager: Lara El Barkouki
Regional Communication Director: Nicolas Roux
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alistair's picture

Why do you explain? it's pretty clear...

Activity Score 162
Art Director at Independent
aazzeemm's picture

but not very impressive

Activity Score 42
Graphic Designer
Milan Solanki's picture

nice and impressive

Milan Solanki
Activity Score 994
Copywriter at Spotlight Communication
kalankji's picture

u get it in less than 3 seconds, thats the beauty of this campaign!!

Activity Score 229
ItMatters's picture

Not groundbreaking but still pretty amazing campaign. Simple, straight to the point, great.

Activity Score 2167
Temple's picture


Activity Score 11341
Creative Director
tlc's picture

Very nice indeed

Activity Score 64
Nike Diesel's picture

Nice campaign. An eye stopper for sure.

Nike Diesel
Activity Score 13630
Art Director
bate_palmas's picture

I think it's great.

Activity Score 1479
thedesignaddict's picture

Nice work. Very smart use of the medium.

Reminds me of this;

Activity Score 5403
Art Director at Freelance
kleenex's picture

Solid concept.

Activity Score 51787
Web Designer/Developer
morse's picture

Lovely idea!

Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

metis's picture

Amazing idea, you know it's great when it seems obvious after you've seen it. Flawless really.

Activity Score 413
Roger Keynes's picture

Cool. But I have this nagging feeling... ;)

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

m-adman's picture

I like it, but how do you take this campaign to other media?

Activity Score 185
spears ava's picture

great idea

spears ava
Activity Score 206
Lodi2's picture

not bad

Activity Score 19
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