Warner Bros. Iconic Moments

Thinking big What was the brief?

With a vast back catalogue of well known movies, from the likes of Mad Max to The Matrix, Warner Bros. needed a way in which to sell these titles online and at retail. However when placed on shelf they saw very little interest and needed an idea to gain sales. This created an interesting challenge: how do you make this back catalogue of old masterpieces sell?

Acting bold What did we do?

We love film... We created demand by leveraging ‘collectability’, uniting the titles under a single proposition and identity. We found each film had an ‘Iconic Moment’ be that a famous quote or memorable image. We wrapped each title with a sleeve that pulled on that key iconic moment isolating these on a relevant and contemporary colour background. Each title’s quote had a sympathetic typographic treatment to ensure the film’s genre was maintained. This look was then supported through our retail and advertising campaign to support the launch.

Driving impact What were the results?

30,000 unit sales in the first two weeks. All titles outperforming original estimated sales figures. Empty sleeves currently selling on eBay for more than the price of the new DVD. One of the most successful Warner Bros. campaigns in recent years. Two other series subsequently launched with over 50 titles in total!

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