The theater’s backstage was re-imagined as a fantastic, Willy Wonka-like factory, full of whimsical creatures and contraptions busy at work under the leadership of an eccentric Master of Ceremonies, who guides the viewer through this amazing environment and builds up excitement for the show that’s about to begin.

The whole visual language and style of the campaign has a strong folk mood, with great care directed towards giving a tactile, handmade feel to all visual elements, even those CG-generated. The film was produced with a combination of 3D animation and model settings filmed in studio. We built the “stage” scenario as a scale model and did all the camera moves inside it using our motion control system. The characters, machines and more complex props were created in CG, with a rendering style that realistically simulates natural materials and textures. The result was composed with the live action footage in a seamless, organic way, thus giving the piece an overall artisanal, tactile feel.

The Facebook campaign reached 26,038,082 customers, with 7,968,446 visualizations, 47,281,657 impressions and 1.49% CTR. The Twitter campaign reached 939,000 customers, with 437,855 visualizations, 3,110,815 impressions and 0.14% CTR.

Those results refer to the second, institutional phase of the campaign, where about 26 million people were impacted through social media, registering over 707,000 clicks.

Display Media actions reached over 9 million users and registered a 0,78% CTR, resulting in more than 140,000 clicks on the campaign’s content.

The films played a crucial role in fostering the public’s involvement during this second phase of the campaign, being viewed more than 8 million times online.