"Because we can" comes to life in Cinema

42 Below Liveworks Cinema Campaign

42 Below Vodka commissioned Val Morgan Cinema Network to bring to life the “Because We Can” commercial in the cinema environment.  The ad had previously only lived and breathed underground.

A “live” cinema campaign was built around the content of the ad which inspires people to act on their creative impulses, provoke intrigue and encourage independent thinking.

Prior to the ad appearing on screen, at selected sessions the ad reel stopped and the house lights were raised.  In perfect formation, four expressionless people, dressed in white protective overalls entered the auditorium, each carrying a colourful plastic chair.  They took up position equally spread out at the front of the auditorium and in unison placed their chairs to face the screen and sat down.

The lights were dimmed and with fixed stares, the characters concentrated on the 42 Below ad on the screen not moving a muscle.  As the commercial finishes, the houselights came up and in the same synchronised manner, the four stood-up, collected their chairs and made their way out of the cinema.

At the outset the audience was both baffled and intrigued by what was taking place but once the commercial appeared on screen the resulting buzz amongst the audience indicated they had grasped and appreciated the novel way in which the ad was presented. Audiences showed their appreciation by spontaneously applauding the act.

The LiveWorks integrated advertising campaign was presented over two consecutive weekends in selected Sydney and Melbourne Cinemas at over 130 sessions.