Title | VAMPIRE SHADOW |
Brand | TAIKA WAITITI |
Product / Service | WHAT WE DO IN THE SHADOWS |
Category | J04. Innovative use of technology |
Entrant | CLEMENGER BBDO Wellington, NEW ZEALAND |
Entrant Company | CLEMENGER BBDO Wellington, NEW ZEALAND |
Advertising Agency | CLEMENGER BBDO Wellington, NEW ZEALAND |
Production Company | ASSEMBLY Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Philip Andrew | Clemenger BBDO | Executive Creative Director |
Brigid Alkema | Clemenger BBDO | Creative Director |
Mark Dalton | Clemenger BBDO | Art Director |
Mike Gwyther | Clemenger BBDO | Copywriter |
Matt Barnes | Clemenger BBDO | Account Executive |
Martin Gray | Clemenger BBDO | Agency Producer |
Jeff Nusz | Assembly | |
Matt Von Trott | Assembly | |
Jonny Kofoed | Assembly |
We re-purposed an XBox Kinect and created software that enabled you to control a ‘vampire shadow’ just by moving your body. The better the dancer, the better – and funnier - it was to watch. Using a projector, we hit the streets, challenging people to show us their best vampire dance-moves. The public’s reaction was overwhelmingly positive. The oddity, humour and creepiness of seeing a dancing vampire shadow attracted attention and made people want to interact. It also gave them a taste of the movie’s off-beat humour, and doubled as a digital billboard for passing for traffic.
Our interactive drove traffic to local cinemas, and helped achieve the maker’s overarching goal of keeping this locally-made movie in the Top 5 at the Kiwi Box Office for 3 weeks, weathering the ‘drop-off’ period after launch and fending off fierce competition from far better funded Hollywood rivals.
Spoof vampire movie What We Do In The Shadows is a small, locally produced film in New Zealand. It was released at the same time as big-budget Hollywood movies like Transformers 4. Our job was to try and boost ticket sales in the second and third weeks after launch – a notoriously difficult period for smaller movies lacking big marketing budgets. In the movie the vampires love a bit of dancing. One of the main vampires also bears a startling resemblance to the original Hollywood vampire, ‘Nosferatu’. This was the inspiration for creating an interactive vampire shadow in the shape of Nosferatu, and using it as a tool to interrupt people on their way home and get them to go and watch the movie instead.