Case study: Tim Burton: The Exhibition promo amuses Melbourne with the Human Meat Pie Bag
After a huge success in New York, Tim Burton: The Exhibition arrived in Melbourne in late June, and will close on October 10. It was DDB Melbourne’s job to encourage people to go.
People knew Burton’s films, but not the artist behind them. They needed to get people to the exhibition but had a small budget to do it. So, the agency recreated a bloodshed scene from his movie Sweeney Todd, which tells of a Demon Barber who bakes his customers into delicious meat pies.
They teamed up with local pie vendor, Pie Face to deliver 100% HumanMeat pie bags – complete with red-hot contents – to the people ofMelbourne (and Burton himself). The bag itself acted as a 2-for-1ticket pass.
Opening week saw 23,150 attendees, making it ACMIs most successfulopening week ever. Daily visits hit another record at 4,227 attendees.So far Tim Burton: The Exhibition is on track to be the most successfulever in ACMI history.
8 Comments
Of all the pieces from Tim’s extensive and amazing cache of work, you guys chose a prop from a movie based on a story that he adapted.
Wasted opportunity.
Look at their little award video.. Complete with ‘amazed’ customers giggling at the hysterical concept. Bless.
What amazing attendance numbers! Imagine if they’d done TV, outdoor, press and PR as well as a meat pie bag. Oh, yeah…they did.
I prefer the stuff they did for the dog hairdresser
Dream brief. Nice solution but Sweeny Todd wouldn’t be the first thing that comes into my brain when I think of Tim Burton.
Was really hoping the award entry video wouldn’t show the happily surprised punters.
So lame. I bet these were only handed out of one Pie Face store and for 10mins max.
Pretty amusing. Kudos for the unusual medium too.
Um…the exhibition was packed every day and I’m sure it had nothing at all to do with those fuck arsed pies.