Omelet Creates Academy Awards® Marketing Campaign

Feb. 2, 2009 - PRLog -- Los Angeles, CA – Feb. 2, 2009 – Omelet (www.omeletla.com), a hybrid creative and entertainment agency recognized for its big ideas and innovative use of non-traditional media, today announced its involvement as the lead strategic and creative agency for the marketing campaign for the 81st Annual Academy Awards, to be hosted by Hugh Jackman and scheduled to air on February 22nd at 5PT/8ET on ABC.  Omelet won the business after a competitive review.

The campaign entitled The Biggest Movie Event of the Year, centers on movie genre specific executions that are designed to speak to a more diverse and influential audience ranging from everyday movie lovers to diehard film fanatics. The campaign genres, including Epic/Fantasy, Romantic Comedy and Action/Crime drama, work to create a consistency with the format of the show allowing viewers to easily engage in the experience and become a part of what is considered to be “The Biggest Movie Event of the Year.”  The completely integrated campaign employs multiple mediums, including interactive, original online content, print, broadcast and out-of-home (OOH) --- each designed to engage and excite viewers leading up to the live broadcast event.  

In addition, Academy Award nominated director, producer and writer John Singleton came aboard to direct the campaign’s :30 “Biggest Movie Event of the Year” anthem spot, which aired during The Neighborhood Ball after the Presidential Inauguration on January 20.  The spot will also be seen in theatres around the country

“This year we, focused on creating a more engaging experiential campaign for the Oscars – combining traditional means of connecting with our fans, while driving initiatives to appeal to new and future fans,” said Janet Weiss,  the Academy’s Director of Marketing.

 “Omelet came up with a very strategic approach that was both fresh and exciting but remained true to our brand.  They understood our desire to appeal to viewers who consume media in different ways, and who want a more interactive, customized experience.”

The first teasers for the campaign begin airing on ABC in early January 2009 along with the launch of an experiential website (www.biggestmovieevent.com), three (3) :15 genre based “trailers” for in-theatre, online, and print ads.  In addition to these elements, executions include a series of interactive experiences, online banners and OOH.  Both the :30 anthem spot and three (3) :15 genre trailers will continue running on ABC, Disney and in theatres leading up to the live event.  

“We’re truly humbled to be a part of such a longstanding institution and history-making lifestyle event such as the Academy Awards,” said Shervin Samari, Partner, Omelet. “In working with the Academy, we understood their need to remain true to their loyal fans, while creating a refreshing image that would appeal to future fans.  At the end of the day, movies are part of the fabric of our lives and we wanted to provide people with a new way to interact and engage with those who make the movies possible.”  


About the 81st Academy Awards
Academy Awards for outstanding film achievements of 2008 will be presented on Sunday, February 22, 2009, at the Kodak Theatre at Hollywood & Highland Center®, and televised live by the ABC Television Network. The Oscar presentation also will be televised live in more than 200 countries worldwide.

ABOUT OMELET
OMELET is a Los Angeles based full-service branding, advertising and entertainment big ideas company comprised of egoless creative entrepreneurs. Omelet specializes in creating big ideas designed to solve a brand's core business challenge. At the forefront of the ever-evolving marketing landscape, Omelet is helping to redefine how brands and entertainment co-exist. Omelet has worked with a variety of clients including ABC, The Academy of Motion Picture Arts & Sciences, Anheuser-Busch, Amstel Light, Bioware, The Coffee Bean & Tea Leaf, Citizens of Humanity, Easton, EA, Eye-Fi, Focus Features, Fox Mobile Entertainment, Fox TV Studios, G4 Network, Microsoft, MYMAG, NBC “Green is Universal,” Outfest, Pandemic, Sony Pictures Entertainment, Sony Television Studios, Toyota, USA Networks, Vivendi Games Mobile, Vivendi Games and Warner Bros Home Video.

Contact:
Michelle Van Jura
PH: 646-781-9323
mvj@intersectcom.com