86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Category

Award

PIE BAG

Short List
ClientAUSTRALIAN CENTRE FOR THE MOVING IMAGE
ProductTIM BURTON EXHIBITION
EntrantDDB GROUP MELBOURNE, AUSTRALIA
Type of EntryUse of Direct
CategoryCompany Literature
TitlePIE BAG
Product/ServiceTIM BURTON EXHIBITION
Entrant Company:DDB GROUP MELBOURNE, AUSTRALIA
DM/Advertising Agency:DDB GROUP MELBOURNE, AUSTRALIA
Credits
Name Company Position
GRANT RUTHERFORD DDB GROUP MELBOURNE EXECUTIVE CREATIVE DIRECTOR
GLEN DICKSON DDB GROUP MELBOURNE GROUP CREATIVE DIRECTOR
RUBEN CIRUGEDA DDB GROUP MELBOURNE GROUP CREATIVE DIRECTOR
JAKE BARROW DDB GROUP MELBOURNE ART DIRECTOR
CRYSTAL FONG DDB GROUP MELBOURNE COPYWRITER
MATTHEW DICKINSON DDB GROUP MELBOURNE ACCOUNT MANAGER

Describe the brief from the client:

After huge success in New York, Tim Burton the Exhibition arrived in Melbourne. ACMI (Australian Centre for the Moving Image) had the exclusive. People knew of Burton’s films but not the artist behind them. Films like Batman, Alice in Wonderland and Sweeney Todd. A mainstream campaign followed from the New York show, but our objective was to get people to the exhibition in a fun and engaging way. Tim Burton himself had to approve of the concept. We needed a fresh, (very) inexpensive direct solution to get people through the turnstiles.

Creative Execution:

To get the message out on a shoestring budget, we had to be creative. Capturing city workers on their lunch break and visitors to the CBD on the weekend via an interesting and unexpected channel proved an excellent solution. That the piece doubled up as the promotional mechanism to drag people to the ticket booth completed the loop.

Describe the creative solution to the brief/objective.

Our idea was to play on his film: Sweeney Todd, the demon Barber of Seville. It tells of a maniac barber who kills and bakes his customers in to delicious meat pies. Our own ‘100% Human Meat Pies’ were born. While not really made of human meat, our pies were sourced and sold through an Australian bakery chain called Pie Face (a franchise specializing in pies). We had our bespoke pie bags printed. When a customer bought a pie it was handed over in a special bag outlining the exhibition and offering a two-for-one ticket deal at the show.

Describe the results in as much detail as possible.

Tim Burton was served a ‘100% Human Meat Pie’ at the opening of his Melbourne exhibition and loved it. As did most of the other VIP guests. • Opening week visitor numbers swelled to 23,150, making it ACMI’s most successful opening week of all time • In one day alone more than 4227 people came through the doors, again setting a new attendance record (previous 3603). • In a 5-week period total visitor numbers were 109,000 (compared to the previous benchmark ACMI Pixar exhibition figure of 62,000). • Tim Burton the Exhibition has been the most successful in ACMI’s history.