Campaign + Copy
Apollo Cinemas were the first in Europe to have Sony’s state-of-the-art Digital Cinema (4K) Projectors installed. Sony wanted a consumer facing campaign to inform and excite audiences to their new upgraded cinema experience.
Consumers were being bombarded with ‘sharper, clearer, more real’ messages for home cinema systems. Having experienced Sony 4K cinema first hand, the sheer scale was like an assault on the senses. The ‘Tested for Impact’ campaign came from the idea that the extreme environment was an ideal place for crash test dummies. I created this campaign with copywriter Mark Gilmore, and also had the privilege of working with renowned photographer Spiros Politis. We also extended the initial poster campaign into Facebook and Twitter feeds featuring the dummies reviewing new releases and promoting cinema offers.
The campaign was rolled out nationally across the entire Apollo Cinemas chain. Additionally, Sony also commissioned a very successful Pan-European DM campaign directly targeting cinema chain CEO's, which I also worked on.