Gold Media Lion roars for Cinevation

This interactive media stunt took place in cinema at the end of the advertising reel just before the movie commenced. The reel stopped, the lights went on and the projectionist (an actor) leaned out of the rear projection room window and informed the audience that unfortunately the movie print had been damaged. As the audience reacted with disappointment the projectionist announced that he had contacted FedEx who had assured him that 'whatever it takes' they would deliver a replacement movie in the next few minutes.

Directly after the announcement the doors at the bottom of the theatre flow open and a FedEx vehicle roared into the front of the cinema - the driver leapt out with a replacement reel in hand and ran through the cheering and clapping audience up the stairs to the projection room at the back of the cinema. Seconds later the cinema lights dimmed, the FedEx vehicle departed and the cinema reel commenced with a FedEx commercial featuring the pay off line: "FedEx, Whatever It Takes!"
 
Cinevation's directors, Karen Bailey and Marisa Torrani, once again lived up to their reputation of breaking boundaries.