CURIOUSER AND CURIOUSER...
Nowadays, the majority of movie promotions are the same— a several minute long trailers that often spoils major plot lines of the movie. This format limits the audience it can reach, and can feel unwanted when pushed on an audience that isn’t interested.
Seeing something on a TV screen and seeing something in person are two very different things, and lead to very different results. Guerrilla advertising that catches its audience off guard leaves longer lasting impressions compared to regular print or digital advertising.
Create an advertisement that promotes the movie Alice Through the Looking Glass in an unusual and memorable way, without revealing any movie spoilers.
Illustrations of the Wonderland environment and characters will be drawn on the inside of t C-Train car using transparent glow in the dark paint. These illustrations will not be visible in a well-lit car. As the train enters a tunnel, the lights will fade out and the glowing illustrations will become visible.
This promotion interrupts and brightens the repetitive and boring commute of many individuals. This is an unexpected change in their daily routine.
The life size illustrations will cover the entire car; floors, walls and ceiling, fully immersing the commuters into the magical environment
The advertisement is not forced— anyone can simply ignore it if they wish to do so. It also only lasts the duration on the tunnel— several seconds long. This gives the viewer’s just enough time to receive the message, and then it’s gone.
Because it is unexpected, interruptive, and immersive, the promotion leaves a long lasting impression. It becomes an experience, rather than an advertisement.