Matrix Reloaded

Agency Network: 
July 2012
Fox:  Matrix Reloaded


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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Jackbr's picture


Activity Score 1500
Art diretor |


dadada's picture

well done and bravo for the printing house!

Activity Score 1720
Art Director |

Everybody is creative, be yourself.

Agencia Marketing Online's picture

Cool!!! very good idea!

Agencia Marketi...
Activity Score 212
Creative Director at MadConversion |

CommandZ's picture

Great idea.

Activity Score 2515
Creative Director
jimmymars's picture

In reality, there should be 15 pages torn in between this ad (dutch commercial breaks), but it gets the point across.

Activity Score 58
Art Director at Goldstoff & Mars
spears ava's picture

i like a lot

spears ava
Activity Score 206
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