The brief from a digital TV operator was to communicate ways user can interact with digital tv: put live broadcasts on pause, fast-forward and rewind them, etc. It was a massive campaign with many media channels involved, including film theatres.
We thought that was a great opportunity, because going out for a movie is a very special experience, which creates a certain expecting and anticipating mind-state in moviegoers’ minds. So, we had capitalized on that experience to communicate the key digital TV benefit in a highly engaging and entertaining way.
Year: 2011
Agency: Young & Rubicam Russia
Client: Beeline
