The Imperial War Museum celebrated its 100th year since opening with a special centenary campaign that looked to attract new visitors to the museum, and that was pushed out through cinema. The animated film entitled “Flight of the Stories” shows speech marks floating over scenes of conflict in France, eventually arriving in London. Aardman, who are most famous for the Wallace and Gromit series, were responsible for the creative, which promotes the launch of the new First World War Galleries. The exhibition focuses on the stories of those who never left the fields of Northern France during the conflict, with the Imperial War Museum keen to ensure that these tales were not lost to the British public.
The desired audience for the campaign was a “middle youth” demographic who were early adopters, culturally curious and looking for social engagement with history. Upmarket cinema sites were subsequently selected over the London region. This incorporated seven Picturehouse sites and ten independent cinemas including the Mile End Genesis, Portobello Electric Cinema and the Olympic Cinema at Barnes. Running for two weeks in early August, the campaign is an example of how brands can use DCM’s portfolio effectively to reach upmarket cinemagoers in London.
Agency: Total Media
Dates: 28.07.2014 – 10.08.2014
Cinemas: Brixton Ritzy, Clapham Picturehouse, Greenwich Picturehouse, Hackney Picturehouse, Henley on Thames Regal Picturehouse, Notting Hill Gate Picturehouse, Stratford Picturehouse, Chesham Elgiva Cinema, Dorking Premier, East Finchley Phoenix, Hammersmith Riverside, Leatherhead Theatre, Mile End Genesis, Portobello Electric Cinema, Olympic Cinema Barnes, Premiere cinema Romford, Shoreditch Aubin Cinema