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By The Drum Team | Editorial

January 18, 2012 | 2 min read

A campaign to promote the Once Upon A Wartime exhibition launching next month in the IWM North in Manchester, part of Imperial War Museums, has been created by Hemisphere.

The campaign creative is based on illustrations of key scenes from three of the featured books, War Horse, Carrie’s War and The Machine Gunners.

The promotional campaign for the exhibition features a cinema ad created to tie in with the cinema launch of War Horse, outdoor advertising, print and a partnership with Metrolink including a wrapped tram to promote the ease of getting to the exhibition via the new MediaCityUK stop.

Grant Windridge, Hemisphere creative director, said: “We deliberately started looking at an illustration route at concept stage, because the timing of the War Horse movie seemed too good an opportunity to miss and we wanted a creative route that would lend itself easily to digital animation.”

The agency worked with The Neighbourhood to develop the illustrations into a 20-second cinema advert.

Jon Humphreys, creative director at The Neighbourhood, said: “Our aim with the animation was to bring the poster designs to life in a way that conveys the impact war has on young people and we hope the advert will inspire people to visit the exhibition and learn more about these powerful stories and their real life inspiration.”

Gemma Gibb, IWM North head of marketing & PR, said: “When Hemisphere first suggested the possibility of doing a cinema advert, we were extremely interested because the War Horse film links directly to the content and audience for the exhibition. Working closely with our media buying agency AKA , we decided on cinema advertising because it is a highly-targeted and cost-effective media. The growth in cinema attendance and the ability to target adverts to specific films, as well as lower production costs resulting from the digitisation of cinema screens makes it a logical part of the communication mix for this exhibition and we’re very keen to see how well it delivers for us.”

The free exhibition will run from 11 February to 2 September.

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