The Academy and ABC’s dreamy promotional campaign for the 88th Oscars carries the tagline ‘We All Dream In Gold’ runs across multiple platforms.
The tagline, which was written by Academy creative director Ford Oelman, is based around the concept that dreaming has always been connected to films.
The creative, which rolled out just prior to the nominations reveal, was led by two TV spots featuring footage from films expected to be nominated
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and the 2016 host Chris Rock.
These are supported by a series of print ads, outdoor posters
Another great afternoon on the #Oscars Red Carpet. See you Sunday! pic.twitter.com/Ksq4bxjQUv
— The Academy (@TheAcademy) February 25, 2016
and digital/social executions featuring black-and-white photos of recognizable and relatable Hollywood stars holding their trophies at recent Oscars shows.
The campaign and the ceremony itself ran across social media – including Twitter
We all dream in gold. #Oscars pic.twitter.com/ld2BkarOGT
— The Academy (@TheAcademy) January 13, 2016
We all dream in gold. #Oscars pic.twitter.com/FF1C7F2Jh7
— The Academy (@TheAcademy) January 12, 2016
Follow us all night long as we post live updates from the #Oscars! pic.twitter.com/hZglCXUvg1
— The Academy (@TheAcademy) February 29, 2016
and Snapchat.
Follow us on @Snapchat for updates all night long! pic.twitter.com/JzMx5CqGVA
— The Academy (@TheAcademy) February 29, 2016
Indeed, during the ceremony the Academy’s own official account @TheAcademy gave fans a behind-the-scenes look at the Oscars green room, using a Twitter Mirror with GIF functionality.
The Red Carpet is almost ready for its close up. #Oscars pic.twitter.com/DMwegIP1Vm
— The Academy (@TheAcademy) February 24, 2016
The campaign, executed by agency L.A. (from the Academy’s own concept), aims not only to celebrate the actors and their Oscar victories, but also to salute ‘the power of movies to inspire moviegoers to achieve their dreams’.
‘We talk a lot internally about what the Oscars are about, and what they represent. And it’s about a symbol of excellence but also this idea of “If you can dream it, you can achieve it” explains the Academy’s CMO Christina Kounelias.
‘It’s relatable in a number of different ways. This was their dream—the dream of acting. But it applies to other people and other facets of their work, how they live their lives. It boils down to two things: excellence in your particular area, and dream realization.’
Comment
Gold may be the chosen campaign hue of this distinctly old-school promotional prgramme, but the colour story surrounding the 2016 Oscars is a black and white one.
The backlash surrounding the all-white short list of nominees certainly generated plenty of media coverage, but while the #OscarsSoWhite protest has captured plenty of debate and caused the Academy some soul searching, broadcaster ABC has publicly declared that no advertisers dropped out of the show because of the backlash.
Links
ABC Website:
Academy/Oscars Homepage:
Academy/Oscars Twitter:
https://twitter.com/TheAcademy
Academy/Oscars Instagram:
https://www.instagram.com/theacademy/
Academy/Oscars Tumblr:
Academy/Oscars Facebook:
