Woolworths has partnered with Val Morgan to create an innovative cinema extension as part of their “Make it Famous” Christmas campaign.
The campaign breaks on cinemas nationally this week with moviegoers at selected cinemas having the opportunity to see themselves feature on the big screen before the movie.
Last Saturday, unsuspecting moviegoers arriving at Hoyts Warringah Mall were asked, “what are you famous for at Christmas?”.
With a ‘rapid response’ production team on site, all participants will then have the opportunity to appear as part of the Woolworths campaign on screen just moments later.
This activation amplifies the Woolworths cinema campaign, allowing real people to share their personal perspective of Christmas. Cinema is renowned for its impact and engagement; it is also a planned and highly anticipated occasion creating a unique audience mindset that brands can leverage.
Clare Whiteman, Val Morgan strategy manager said, “Cinema is one of the last places where families have a shared experience. Woolworths have taken the opportunity to talk to their consumers when they are enjoying Christmas time together at the cinema.”
The activation will be amplified through online channels using the hashtag #MakeYourChristmasFamous.
The creative is by Leo Burnett, media by Carat and the activation concept developed and implemented by Val Morgan’s strategic division Brandfit.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]