STRANGE WORLD

PROBLEM

Nowadays, the majority of movie promotions are the same; several minute-long trailers that often spoil major plotlines of the movie and are forced on the viewer at inconvenient times.

INSIGHT

Experiencing something in person and seeing something on a computer or mobile screen leave drastically different impressions. People spend so much time on their phones and computers that the bulk of advertising they see is quickly forgotten.
Most of the time, short ads do not leave a lasting impression like unique experiences do. Advertisements seen on personal devices can also feel intrusive, pushy, and an unwanted waste of time.

 

Picking locations and methods that don’t intrude on people’s time, don’t feel forced on the viewer, and are a little out-of-the-box can create a positive, memorable, and impactful experience.

SOLUTION

Create a Guerilla advertisement that will displayed inside a C-Train car, targeting daily commuters during a dull and repetitive part of their day. By creating a pleasurable break from the monotony of commuting, the advertisement becomes memorable, and is perceived in a positive way. By limiting the exposure time of the advertisement, we can pique the viewers’ interest and leave them waiting for more.

EXECUTION

By illustrating the Wonderland setting throughout the inside train cart in glow in the dark or UV paint, the illustrations remain hidden until the c-train enters a tunnel, at which time the c-train lights will turn off for the duration of the tunnel, revealing the illustrations. This immerses the audience in the magical setting of the story and allows them to see “life sized” versions of the characters.

CURIOUSER AND CURIOUSER

 “Curiouser and curiouser!” cried Alice, (she was so much surprised that for the moment she quite forgot how to speak good English)…

In both the Alice in Wonderland books, as well as movies, this is the phrase that Alice exclaims upon entering Wonderland. This quote makes a connection between Alice and the viewers of the advertisement, as they enter wonderland themselves for the very first time. 

FAVOURITE CHARACTERS

Illustrations will feature some of the favourite characters seen in the movie, such as White Rabbit, The Dormouse, talking flowers, Cheshire Cat, the Caterpillar, and more.  

© 2018 by Zuzana Bysterska