'There are millions of ways to tell a story. There is only one way to watch one.'
Philips teamed up with Ridley Scott Associates and challenged their directors to create a cutting-edge short film based on six lines of dialogue. The five chosen directors (Greg Fay, Johnny Hardstaff, Carl Erik Rinsch, Jake Scott and Hi-Sim) turned them into five very different films showcasing the great Ambilight, picture and sound capabilities of the Philips 21:9 television. Viewers of the campaign were also invited to shoot their own version of the dialogue, with the overall winner being selected by Ridley Scott.
Iain was engaged by Tribal DDB Amsterdam to work on Parallel Lines as the digital creative lead for the campaign. In this client-facing role, Iain was responsible for the development of the digital platform and the expression of the interactive product features. Together with the team in Amsterdam, we managed to up-sell a digital activation for Parallel Lines which ended up surprising us all with the number and quality of submissions.
Awards and recognition
3x Cyber Lion Nominations
Campaign's Best Digital Ad of 2010
FWA Site of the Day
Cannes Grand Prix for Direction
Carl Erik Rinsch's film The Gift won the inaugural Gold Film Craft Lion at Cannes
Campaign Management, Design Direction, Interactive Advertising
On the campaign hub, visitors could view all films in a custom-built dynamic Ambilight simulator, emulating a key feature of Philips high-end TVs.
Interactive product expressions
Interactive sub-films allowed further exploration of the Philips Cinema 21:9 television product features.
Social activation platform
We created a global YouTube competition 'Tell It Your Way', where all user submissions could also be viewed in an Ambilight player, and a Facebook page where over 50,000 fans followed the story as it unfolded. The YouTube short film competition received over 600 produced entries from aspiring filmmakers accepted by our judges for the competition. The winning entry earned a week with RSA Films learning the craft from some of the best in the industry. The eventual grand prize winner was Porcelain Unicorn by US director Keegan Wilson.