PROMAX BDA GOLD for BEST ON AIR CONSUMER TIE IN/BRAND INTEGRATED CAMPAIGN
TASK: Launch a new brand partnership between TARGET and NEIMAN MARCUS while integrating the REVENGE cast and creating a serialized storyline that seamlessly transitions from the show into the ‘interstitials’ and back. The brands purchased all of the advertising blocks within REVENGE and gave us 10 minutes of time to create 5 / 2 minute episodes. CHALLENGE: Come up with an idea that could accomplish a storyline which included the cast and products with an added ‘cliffhanger’ to serialize the 5 spots.
SOLUTION: THE GIFT. We used the idea of each person getting a mystery gift (the brand items) and brought in Bobby Roth, who had directed many episodes of REVENGE and knew the cast, to direct and make sure we maintained the REVENGE aesthetic. We were also lucky enough to have the show’s composer as well.
RESULT: The Future of Television Advertising Is The Gift of Revenge says Hollywood.com.
NEW YORK TIMES STORY
Target, Neiman Marcus, ABC
THE GIFT OF REVENGE – EP 5