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Early 2009 TV4 sent out a pitch to a series of agencies cross Sweden. A pitch that Brokendoll and Per won by supplying a simple yet powerful concept;
Trust no one
The line refers to the fact that now Robinson (Survivor) had changed course. Gone where the team spirit, now every man was on his own.
The outdoor campaign focused on the threat that all contestants posed to one another. One contestant up close and another, almost hidden in the background. Friend or foe?
On air the campaigns hero was a 40s spot where two contestants battle for a treasure while running through the jungle, fighting for their lives. The fight was kicked of by a deceit between the two former friends. The traiers was produced and directed by Brokendoll.
The campaign was a huge success and lured 1 783 000 viewers to the first show, exceeding TV4´s aim at 1 300 000 with a good margin.
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