At Hamed Moradi Studio, we specialize in crafting innovative and effective advertising campaigns for the Iranian market. With expertise spanning from initial ideation to full-scale implementation, our team excels in transforming creative concepts into impactful brand stories.
category:
services:
Marketing
Date:
September 22, 2024
team:
Description & Defining
Campaign Description:
• Teasing Phase: The core idea involved covering a large billboard with a massive red curtain designed to resemble a cinema curtain, playing on the theme of anticipation. This unconventional visual approach aimed to evoke curiosity from the audience, making them wonder what lies behind the curtain.
• Opening Phase: During this phase, the curtain was dramatically unveiled during a firework ceremony, revealing the new product—Stromboli. This surprise reveal was designed to give the product a “grand premiere” feel, tying into the idea of it being the “top role” or star of Iran Burger’s menu.
Defining Features:
1. Innovative Visual Approach: Using a large billboard covered with a red, cinema-like curtain broke away from traditional flat billboard advertising, making the campaign not just an ad, but an experience.
2. Audience Engagement through Curiosity: The teasing element was crucial in drawing attention. The billboard’s mysterious appearance was intended to generate buzz and intrigue, encouraging the public to speculate and anticipate the reveal.
3. Grand Reveal Event: The final unveiling was an event in itself, timed with fireworks to create a moment of awe and surprise, ensuring that the product introduction was impactful and memorable.
4. Challenges Overcome: This campaign wasn’t just about creativity; it also showcased the technical and logistical prowess of the team. Key challenges included convincing the client, handling the physical installation of a 220-meter curtain, managing weather conditions, and coordinating electric motors to ensure a flawless reveal.
Challenge & Solution
process of campaign “This Is Something New,” where the new product, Stromboli, was introduced in two phases: the teasing phase and the opening phase, under the tagline “Iran Burger’s Top Role.”
The idea was to cover a large billboard with a red curtain, resembling a cinema curtain, to spark curiosity among the audience. This was a significant challenge. The first challenge was justifying the concept and convincing the client to allocate the necessary budget. The second challenge was ordering a curtain of approximately 220 meters of fabric, which would be installed in a pleated style on a large rail.
An idea is salvation by imagination.
.Frank Lloyd wright
The third challenge was the installation, which took place over two consecutive nights. We had to deal with wind, the height of the installation, the weight of the curtain, and the electric motors needed to control the curtain. In the opening phase, the curtain was set to open during a firework ceremony around the billboard, revealing the product.
