Pacific Century CyberWorks HKT and D'Arcy Hong Kong have put their
heads together to give iTV a whole new dimension with a print campaign
titled "Pop the Corn".
The campaign uses the universal icon for cinema - the humble tub of
popcorn to reinforce the unique benefits of iTV.
The ads present the magic of movies in three distinct flavours: 'Hot new
premieres', 'Fresh new releases' and 'Tempting new features' to appeal
to the tastes of different viewer segments.
The popcorn tubs feature witty headlines. One reads: "Outside food and
drink allowed into the cinema, including the steak you burnt
yesterday."
The creative director/copywriter was Francis Cleetus, with art direction
from Khoo Wei Hung and photography from Mark Sung. Ken Wright and Alice
Too made up the account team, while Amoeba handled digital imaging.
