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 advertisment 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

Comments (17)

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alistair's picture
Activity Score 162

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

aazzeemm's picture
Activity Score 42

but not very impressive

Milan Solanki's picture
Milan Solanki
Activity Score 994

nice and impressive

kalankji's picture
Activity Score 229

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

ItMatters's picture
Activity Score 2167

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

Temple's picture
Activity Score 11337


tlc's picture
Activity Score 64

Very nice indeed

Nike Diesel's picture
Nike Diesel
Activity Score 13630

Nice campaign. An eye stopper for sure.

bate_palmas's picture
Activity Score 1479

I think it's great.

thedesignaddict's picture
Activity Score 5403

Nice work. Very smart use of the medium.

Reminds me of this;

kleenex's picture
Activity Score 50548

Solid concept.

morse's picture
Activity Score 18024

Lovely idea!

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

metis's picture
Activity Score 413

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

Roger Keynes's picture
Roger Keynes
Activity Score 5498

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

The Jobless Writer
Will Think for Salary

m-adman's picture
Activity Score 185

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

spears ava's picture
spears ava
Activity Score 206

great idea

Lodi2's picture
Activity Score 19

not bad