iNumber Number

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We were asked to create hype around the release of local action movie, iNumber Number. A movie that deals with South Africa’s vast corruption battle and the moral conflict people are often faced with – the choice between money and integrity. But in a country where Hollywood blockbusters overshadow local movies, how do you get people interested in a film made at home? We decided to bring the storyline of the movie to life by making our own money that included all the details of the film. We then used our money to create scenarios where people were faced with the same conflict as the lead character. We did this by staging money drops in high traffic areas, planting our money at universities and hiding our money amongst the change given to customers in store. By tempting people with our money, we gave them a greater understanding of the lead character’s moral dilemma, having experienced it for themselves and therefore created a much richer viewing experience for them when they watched the movie. We also carried our look and feel through to our other collateral. And in it’s opening week, iNumber Number was ranked the No. 6 movie in the country alongside Hollywood blockbusters, making it the most successful launch of a local action movie in the history of South Africa.

2014 Loeries finalist for Communication Design: Brand Identity and Collateral Design - General Collateral
2014 Loeries finalist for Intergrated Campaign