Fox: SHOOTING POSTERS

Credits & Description:

Advertiser: FOX CHANNELS
Agency: LODUCCA
Category: Best Use of Ambient Media: Small Scale
Advertising campaign: SHOOTING POSTERS
Copywriter: Alex Adati (Loducca)
Account Assistent: Anna Carolina Paulino (Loducca)
Creative Director: Cassio Moron (Loducca)
Art Director: Gregory Kickow (Loducca)
Creative Director: Fábio Saboya (Loducca)
Copywriter: Patrick Matzenbacher (Loducca)
Art Director: Rafael Beretta (Loducca)
Graphic Producer: Reinaldo Motta (Loducca)
Account Manager: Paula Ventura (Loducca)
Copywriter: Raphael Franzini (Loducca)
Creative Director: Sérgio Mugnaini (Loducca)
Executive Producer: Sid Fernandes (Loducca)
Creative Director: André Faria (Loducca)
Account Supervisor: Fabiane Veiga (Loducca)
Copywriter: Marcelo Rosa (Loducca)
Creative Director: Guga Ketzer (Loducca)

Execution
In the show, the only way to kill zombies is by shooting their heads, but this requires a sharp aim. Having that in mind, we went to a shooting club to impact our fans in a different way. Our media was to replace the regular shooting targets with zombie targets. On them, only head shots counted points.Besides impacting the fans on the premise, we transformed the used targets with bullet holes into the show’s official posters. They were sent to journalists, niche blog editors and other fans along with a making-of video.

Effectiveness
During the season's premiere, FOX headed the Pay TV ratings in Brazil and even overtook free-to-air channels like BAND and Rede TV.

Strategy
The Walking Dead is a TV Show that is broadcasted by FOX channels in Brazil. It shows the struggle of survivals in a world overtaken by zombies. The 3rd season took a break during the summer and its fans needed to be prepared for its comeback.