Tim Burton Pie Bag
Issue 17 | December 2010
Agency
DDB Group Richmond Victoria
Creative Team
Executive Creative Director: Grant Rutherford; Creative Director: Glen Dickson & Ruben Cirugeda; Copywriter: Crystal Fong; Art Director: Jake Barrow
Production Team
Robin Bowles
Other Credits
Account Manager: Matthew Dickson
Date
Sep 1st -Sep 17th 2010
Background
After a huge success in NYC, ‘Tim Burton: The Exhibition’ arrived in Melbourne.
The task was to encourage people to visit the show.
People knew Burton’s films but not the artist behind them. The challenge was to get the public connect the two. The catch? His film characters could not be used and the budget was minimal.
Idea
One of Burton’s films was ‘Sweeney Todd’, the story of a demon barber who baked his customers into delicious meat pies.
In Melbourne there was a pie shop called Pie Face. The idea was to use their bags, complete with red-hot contents, as media. Marked 100% Human Meat, the bags not only drew attention to the exhibition but acted as a 2-for-1 ticket pass.
Results
Opening week saw 23,150 attendees, making it ACMIs most successful opening week ever. Daily visits hit another record at 4,227 attendees. So far ‘Tim Burton: The Exhibition’ is on track to be the most successful ever in ACMI history.
Our Thoughts
Creativity is about solving problems and for an organization like ACMI the big problem is lack of money. For the agency, then, the challenge is to do as much as possible for as little as possible and, against those criteria, this seems to be a triumph. I think the agency got a bit carried away with the ketchup in the photos but you can see the effect they were going for!
I enjoyed the craft skill in the design, the hand sticking out of the mincer to hold the banner. Nicely ghoulish touch!