Saturday, 21 February 2009
Here's a movie I'm seriously looking forward to: Coraline. And along with it a very cool campaign to promote it! Neil Gaiman is one of my favourite authors and I seriously recommend checking out his books if you've never read him (I'd say American Gods and Neverwhere are amongst the best), Henry Selick has done amazing work in the past and Laika animations are always outstanding!
Besides the almost obvious fact that the animation looks beautiful, one particularity here is that everything in the movie has been entirely crafted by hand.
W+K was in charge of the campaign and apparently part of Laika's intention was to come up with a completely innovative way to market the movie. To start with, they created 50 different hand crafted boxes, with designs representative of the look and feel of the movie, filled them with goodies, little puzzles, clues, challenges, access to a website and specially made films; and then sent those to specifically targeted bloggers. The campaign went on with interactive store fronts (Where people could see themselves with buttons on their eyes), guerilla style posters, custom made Nike trainers, rich media online advertising, etc. All of this cultivating a theme of intrigue and mystery encouraging people to go find out more about it.
Nice stuff, really looking forward to the movie! Check out the Coraline movie website here and the video summing up the campaign here: