micebook Awards 2023 Winners Book - Flipbook - Page 9
Overall
sponsored by Speakers Corner
Best Creative Concept
W I NN ER
Cheerful Twentyfirst
The News Movement’s New York Brand Launch
The News Movement is a challenger news brand that’s focused on no bias
reporting for Gen Z. Brand experience agency Cheerful Twentyfirst was
briefed to create an unforgettable launch event in New York City.
The agency created an immersive theatre experience, transporting audiences
out of their comfort zone and through time before launching TNM as an
innovative new brand. Leveraging the antithesis of The News Movement –
traditional news media – audiences were transported back in time to a 1950s
newsroom.
Guests were met with a frustrated print newspaper editor who needed
help, and quickly. Every detail was considered to make the experience as
realistic as possible, from briefing the actors on guest names ahead of time,
to sourcing costumes and hairstyles reflective of the era. Custom headlines
were projected around the space, with newspaper clippings curated based
on real stories of the 50s.
The doors then opened to a distinctly different world; a neon green wonderland
that breathed energy into The News Movement brand. The launch included
a live-action news briefing, demonstrating how a news story is identified,
reported and broadcast. Over custom cocktails, dynamic programming and
even NFT swag, The News Movement launched to 183 attendees, who were
a mix of news and media movers and shakers, influential members of gen-z
and senior marketeers.
Judges loved the use of immersive theatre to reel in the crowd and praised
the creative concept for being well aligned to the target audience. The event
also won the Best Product Launch category.
Highly Commended
Chorus
Johnnie Walker Blue
Label Re-launch
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