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Universal

Universal

Hunger Games

CHALLENGE

Launch the first part of the third chapter of the Hunger Games trilogy through an activation that could draw attention to one of the most successful film sagas of all time.

 

IDEA

Come up with a treasure hunt campaign aimed at engaging the public in Rome and Naples. Several weeks prior to the film’s theater release, the cities were invaded with a street advertising campaign, using 200 reverse graffiti. The image featured a two-tone copy (clean on top of dirty) of the mockingjay in flames, along with the hashtag #laghiandaiaèviva (the mockingjay is alive). The installation phase led to the production of two interactive maps that were diffused by the lively digital community of fans to activate a contest: anyone who encountered one of the graffiti symbols and photographed and tweeted about it was eligible to win a free trip to Los Angeles for the world premiere of the film.

KPI

2 Cities
200 Reverse graffiti
+10.000 Ugc
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