SA cinema zombie campaign goes viral

Ad agency Ireland / Davenport, who is responsible for creating awareness for Fox International’s “The Walking Dead” television series, currently flighting on FX on TopTV, has created waves of excitement worldwide when the South African activation campaign for Season 2 went viral within days of it being uploaded to YouTube.

The activation took place in cinemas across the country.  Audiences watched as what seemed to be a clichéd trailer for a trivial romantic comedy began.  However towards the end of the trailer, an actor made up in highly realistic make-up to look like a zombie, entered the theatre.  The blood-covered zombie lurched his way to the front of the theatre, groaning threateningly, then as he reached the front of the theatre the lead actress in the Rom-Com trailer paused in mid-sentence, reached for a huge hand gun and shot him multiple times.  Our zombie collapsed to the ground screaming in pain.

The audience was at first terrified and then delighted as they got the joke and realised that this was a stunt to promote season two of the Walking Dead.

“When the US-based producers of Walking Dead saw the activation their response was that it is an act of genius,” says of Fox International Channels.  “The team at Ireland / Davenport have done an amazing job on both Season 1 and Season 2.”

Bradley Knowles, Group Account Director at Ireland / Davenport says: “What makes the activation different is that it is not ‘scam’.  The audience was completely unsuspecting of the zombie and the audience’s reaction is real.”

The work Ireland Davenport did for Season 1 received accolades on the international awards circuit, including DA&D 2011, One Show 2011 and Cannes, as well as locally at both Loeries and the Creative Circle awards.  “With the work we are doing for Season 2 we sincerely hope to follow suit,” says Susan Napier, Managing Director of Ireland / Davenport.

“It’s time South Africa pushed the envelope when creating ads. We have to compete on an international level and I am proud to work with an agency that is not afraid to present such a jaw-dropping, mind-blowing concept. It was a hit from the beginning and the 808,677 views we have on You Tube – is proof that the SA consumer is ready for creativity that is out of this world – literally!”

The activation campaign ran for a period of three weeks in cinemas throughout South Africa.

“The Walking Dead” Season 2 is currently showing on FX – Channel 110 on TopTV.

Zombies http://www.youtube.com/watch?v=gb3I4R58oZ0