Cinema Nouveau: Oscar Buzz 2012

Credits & Description:

Media: Online

Geo: South Africa

Category: Recreation & Leisure

Agency: TBWA

Brand: Cinema Nouveau

The Problem: Cinema Nouveau have a niche, but loyal audience. This audience however, was getting older and they needed a Big Idea to make the brand relevant to a younger demographic.



Our Insight: Rather than reading reviews, most movie-goers prefer to hear what their friends thought about a particular movie before choosing to go and see it.



The solution: We decided to give them a platform to express their opinion on movies that they have seen. Using the 2012 Academy Awards as a rallying point, we launched “Oscar Buzz” to get film buffs talking to one another. Using Twitter as our primary platform, movie-goers were invited to share their opinions through a “140 character” review of any Oscar nominated film. Reviewers were incentivised, not only by the main prize of a trip to Cannes, but also by having their review immortalised on an Oscar nominated film poster.



Advertising Agency: TBWA\Hunt\Lascaris, Cape Town, South Africa

Creative Directors: Siraaj Petersen, Stephen Roth

Art Directors: Stephen Roth, Siraaj Petersen, Jessica Rohrer

Copywriter: Dylan Rohleder, Spicer de Villiers

Illustrator: Stephen Roth

Published: February 2012