Jean-Claude Van Damme calls on people to trade in their DVDs for Sony’s Great DVD Amnesty

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sony.pngSony Pictures Home Entertainment will launch a new brand campaign this week, created by independent advertising agency iris Sydney. 

The campaign, ‘The Great DVD Amnesty’, which features international film star Jean-Claude Van Damme as its spokesman, is aimed at reconnecting consumers emotionally with the category to help drive sales of DVDs during the busy Christmas period. 

The campaign will feature a 30-second TV spot, a fully integrated digital campaign which will include a website dvdamnesty.com.au, online advertising and social media activity and nationwide retail communications.

The idea is based on the insight that deep at the back of people’s DVD collections are long-forgotten DVDs taking up valuable space and leaving no room for new purchases. ‘The Great DVD Amnesty’ is their chance to clear out this deadwood, no questions asked, and receive a cash reward for their efforts. Consumers will be offered $5 cash back on their unwanted DVDs.

Tom Hoskins, creative director at iris Sydney,said: “Every great cause needs a hero and when you’re looking for someone totake out the trash and clean up people’s DVD collections, Van Damme is yourman. His own back catalogue of films sits at the sweet spot of the DVDs we’retrying to sell and so he was the ideal choice to be ‘judge, jury andexecutioner’ for the amnesty.” 

DavidFlanagan, national marketing manager for Sony Pictures Home Entertainment,said: “iris has delivered a big, unique, groundbreaking idea based on a strongconsumer truth and it’s brilliantly executed. It’s got the whole businessexcited and the positive response we’ve had from retailers is unprecedented.”

Themedia strategy was devised by Slingshot Media Ventures and PR managed byHausmann Communications. Global agency iris’ 40+ strong Australian operation,which has offices in Sydney and Melbourne, counts a number of blue-chip brandsamong its clients including Sony Ericsson, Sony, Shell and adidas.

Credits:

Client:Sony Pictures Home Entertainment

Agency:iris Sydney

CreativeDirector: Tom Hoskins

PlanningDirector: Ian Cassidy

GroupAccount Director: Alasdair Robertson 

Copywriting: Jasun Vare/Tom Hoskins

ArtDirector: Tom Hoskins

DigitalCreative/Art Director: James Griffiths

Retoucher:Ian Connor

Designer:Morris Rojas/Ronald Acevedo

Photographer:Plummer Kennedy Conspiracy

TVC& Video Production:

Director:Tom Hoskins

DOP:Plummer Kennedy Conspiracy

Creatives:Tom Hoskins/Barry Farrington/Jasun Vare

ProductionCompany: Plummer Kennedy Conspiracy/Sovifo (Brussels)

Editor:Drew Thompson @ Guillotine

Post:Cutting Edge

Music:Sam Petty