Title | BINGE 'THE UNDOING' |
Brand | STREAMOTION |
Product / Service | BINGE 'THE UNDOING' |
Category | B02. Use of Ambient Media: Large Scale |
Entrant | THINKERBELL Melbourne, AUSTRALIA |
Idea Creation | THINKERBELL Melbourne, AUSTRALIA |
PR | THINKERBELL Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Adam Ferrier | Thinkerbell | Chief Thinker |
Tom Wenborn | Thinkerbell | Executive Creative Tinker |
Grant Anderson | Thinkerbell | Head Production Tinker |
Natalie Duncan | Thinkerbell | Head Thinker |
Tarah Miller | Thinkerbell | Lead Thinker |
Annabel Williams | Thinkerbell | Thinker |
Elsa Caruso | Thinkerbell | Creative Tinker |
Jack Dinsmoor | Thinkerbell | Design Tinker |
Alison Hubert-Burns | Binge | Executive Director |
Louise Crompton | Binge | Chief Marketing Director |
Asha Burns | Binge | Head of Communications |
Ryan Austin | Apparition Media | Account Service |
Tyson Hunter | Apparition Media | Co-Founder |
A great drama series often becomes a subculture of its own. People share fan theories, search for clues and find themselves watching alongside millions of others even if they’re streaming on their own. By taking a small clue from the show and turning it into a show stopping moment for more than 405 million people to see Binge managed to bring together viewers in a completely new way.
Binge, Australia’s newest streaming service, wanted to let all Australians know that there was only one place to stream the latest HBO drama, The Undoing, starring Nicole Kidman and Hugh Grant. With a limited budget, Binge needed a stunt that would garner media attention.
The Undoing is a psychological thriller about money and murder which unravels clue by clue. Binge took a small detail from an episode, an oil painting of Nicole Kidman's character and turned it into an 18-storey work of art, high above the Sydney skyline. Once the giant portrait had captured the attention of the nation it began to come undone. Following the theme of the show and unravelling to reveal the artwork for the show.
Aimed at 25-40 year olds, the optimum media organisations to target was National news outlets. By creating the biggest oil painting in the southern hemisphere Binge were able to create an exciting media hook.
The oil painting took 5 days to complete as the nation watched on, guessing who the portrait was of with each brush stroke. Once finished the painting remained untouched for 3 days before it began to come undone and reveal the next artwork. The iconic location was chosen for its scale and high foot traffic. It was unique (a never before activated site) and also sat above Tropicana Cafe (birthplace of Tropfest to which Kidman has frequented). In addition, it was in close proximity to the famous Coca-Cola sign: a true tourist hot-spot in Sydney.
Over the course of the stunt the installation received coverage from every TV news network in the country, all with 100% BINGE branding. Globally the oil painting was seen by 405 million people. And The Undoing became the most watched show in the platform’s history.