Modern Marketing The Oscars Wieden+Kennedy

Oscars campaign promotes Academy Museum of Motion Pictures with retro ads for famous films


By Kyle O'Brien | Creative Works Editor

March 5, 2018 | 4 min read

With the Oscars lauding this year’s winners, a new campaign for the Academy Museum of Motion Pictures looks back to some of Hollywood’s favorite films of the past. Wieden+Kennedy collaborated with the Academy of Motion Arts & Sciences to produce the first commercial campaign for museum, set to open in Los Angeles in 2019.

Overlook Hotel

The Overlook Hotel is featured in a promo for the Academy's new museum

The campaign includes a 30-second film that aired during the 90th Academy Awards broadcast, as well as a series of print ads inspired by products and services featured in famous films – such as an Amity Island charter boat rental from Jaws, Sal’s Famous Pizzeria as seen in Do The Right Thing, and Soul Glo hair care products from Coming to America. The ads will appear in the Academy Awards program handed out to all attendees, as well as on social media channels after the Oscars broadcast.

Jaws Poster

The commercial film draws inspiration from the museum's mission to explore iconic and groundbreaking moments in cinematic history by inviting viewers to stay at the “newly renovated Overlook Hotel” made famous by Stanley Kubrick’s The Shining. That commercial was created entirely through the use of original film footage from the Kubrick Estate and supplemented with performances of the hotel staff fixing axe-splintered doors and cleaning up bloody hallways.

Further engaging fans, a bonus awaits viewers who call the 1-800 number featured at the end of the spot.

“The Academy is creating something very special with this museum, and it was our goal to deliver to them a multi-dimensional campaign that was as surprising, crafted and smart as the museum itself,” said Jason Kreher, creative director of entertainment and editorial at Wieden+Kennedy. “It’s not often one gets to work with clients and talent of this caliber; we’re thrilled to help them launch their campaign on Hollywood’s biggest night.”

The Academy Museum, designed by renowned architect Renzo Piano, will be the world’s premier institution dedicated to the art and science of movies. Located on Wilshire and Fairfax in Los Angeles, and set to open in 2019, the Museum will be simultaneously immersive, experimental, educational, and entertaining, offering experiences and insights into movies and moviemaking.

Academy of Motion Picture Arts & Sciences: Academy Museum of Motion Pictures promo by Wied...

By Academy of Motion Picture Arts & Sciences

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Modern Marketing The Oscars Wieden+Kennedy

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