Hungry Man, iris and Framestore collaborate on shocking new cinema ad for QUIT® UK
Nov 25th, 2011
London, 25th November 2011: Award-winning production company Hungry Man, creative agency iris and post-production house Framestore have created a shocking new cinema ad for QUIT UK as part of a multi-platform campaign aimed at teenagers.
The film is designed to make teenagers think twice about smoking by dramatising its physical effects. Smoking ages smokers’ skin by around 20 years and the ad uses a provocatively exaggerated visual effect to get this fact across, depicting a girl getting visibly older as she inhales. The ad will be screened at cinemas across the country before the new Seth Rogen movie 50-50, starring Joseph Gordon-Hewitt as a young man dealing with cancer.
The ad will be accompanied by an app created by iris called ‘Age Yourself’ to enable people to see the effects of smoking by blowing cigarette smoke onto an image of themselves on their phone and seeing it age instantly. It will be released in January to coincide with the New Year period, a time when smokers’ traditionally decide to give up smoking as a New Year’s resolution.
Glyn McIntosh, communications director of QUIT UK, said: “The teen market is such a hard market to reach as they believe they are invincible from the effects of smoking. iris have come up with a fantastic campaign which for the first time we believe will really hit home with this audience. The cinema ad is brilliant and something that has the contagious value of an app is perfect for this group as it will not only allow them to see the effects personally but share with their peers – the ideal spokespeople for this audience.”
Shaun McIlrath, iris executive creative director, said “The aging fact is a very compelling disincentive to younger smokers. But we needed deft handling in the execution to deliver it in a hauntingly memorable way. Steve has created a really simple, powerful film that is, at the same time, both engaging and unsettling.”
Director Steve Hudson of Hungry Man, who created the spot, said: “Kids think they’re immortal these days, all you can do is appeal to their vanity.”
The film will also be shown in schools nationwide as part of QUIT UK’s educational workshops.
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iris reveal second record-breaking Christmas light display for Saks
Nov 24th, 2011
New York, NY (November 15, 2011) — Since 1949, Saks Fifth Avenue’s world famous holiday displays have delighted children and adults alike. This year, the entire Fifth Avenue flagship comes alive with a dramatic light show projected onto the building; The Snowflake & Bubble Spectacular. Read more…
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Wonderbra launches the ‘Ultimate Plunge’ with integrated campaign by iris
Nov 24th, 2011
London, 6th December 2011: Wonderbra will unveil an integrated campaign this week by iris to launch its Ultimate Plunge bra – the perfect solution for this season’s low necklines. The campaign will kick off with a live stunt at 00:00 hours this Tuesday 6th December, which will see Wonderbra fans complete a bungee jump in front of London’s Battersea Power Station. Pictures and footage will then be seeded online and in print today to kick start a month-long digital and PR engagement campaign.
Targeting fashion-conscious women aged 18 to 25, the campaign for the new bra – whose clear centre gore and innovative Wonderbra hand structure give a deep, plunging cleavage – will see girls selected from Wonderbra’s fan and online database to ‘take the plunge’ in front of a gigantic image of Wonderbra girl Adriana Cernanova projected onto London’s Battersea Power Station.
From today, girls will be invited to follow the campaign on Facebook and social media forums and will be encouraged to ‘take the Ultimate Plunge Style Challenge’ by entering into a draw to win a style consultation with TOWIE star and fashionista Lydia Bright and a VIP night out in London. Four winners will be chosen weekly starting in December.
New Wonderbra ambassador Bright will also be producing exclusive Facebook content in collaboration with Wonderbra throughout the month, engaging with fans via print and online interviews and online product demos.
Julia Nolan, Marketing Director at Wonderbra UK, said: “The Wonderbra girl is constantly seeking out and sharing fashion and style ideas online so we will be focusing on social media to create buzz and engagement. iris has created a campaign which will excite and inspire our audience, generating talkability to ultimately drive purchase.”
Nick Porter, managing partner of iris PR, said: “There is a social pressure for this audience to look good and be constantly updating their image, yet our insight showed many don’t experiment with a new look as they don’t always feel confident to wear it. Our campaign motivates this audience through their preferred medium, digital, and inspires them to be braver with their look. By putting a plunging neckline in context with other fashion and lifestyle challenges, we will aim to encourage Wonderbra girls to be bolder than ever and to ‘take the plunge’.”
iris created Wonderbra’s first ever 3D billboard in 2010, and has previously launched a number of integrated campaigns and product launches for the brand since it began working with Wonderbra in 2005.
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Breast Cancer Care turns Euston into news hub in digital outdoor first
Nov 15th, 2011
UK charity Breast Cancer Care will pip a number of brands to the post this week as it launches a global world first in terms of digital advertising.
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iris launches office in Indonesia
Nov 3rd, 2011
iris today announced the launch of its new office in Indonesia through an agreement with Nava+ group headed by President Director, David Wibowo. Read more…
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iris comes 4th in UK in Marketing’s Digital Leagues!
Oct 27th, 2011
We’ve come 4th in the UK in Marketing magazine’s Digital Leagues, beating other top agencies including M&C Saatchi and Dare.
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iris to announce new global creative network with US giant Meredith
Oct 21st, 2011
We don’t want to be just another big, advertising-led group. It is because of this that we have decided to form a strategic relationship with one of the US’ biggest media Read more…
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iris launches business incubator iris Ventures
Oct 20th, 2011
iris today announces the launch of its start-up consultancy iris Ventures. Read more…
Lypsyl appoints agency iris to help target teen market
Sep 20th, 2011
Following a competitive pitch, iris has been appointed to handle the nationwide launch of a new product range for lipcare brand Lypsyl. Read more…
iris appoints Luke Nathans as Regional Development Director for Asia Pacific
Sep 19th, 2011
Luke Nathans, managing director of experiential for iris Asia Pacific, has been appointed to the newly created role of regional development director, following a period of sustained growth for the agency in Asia Pacific. Read more…