Brief
The challenge set by 20th Century Fox for the launch of their new action adventure movie ‘Jumper’ was to communicate the idea of movement in a static newspaper medium.
Solution
Metro International used an innovative and creative format which was the first of its kind to be executed in any newspaper in the world. The execution compromised of a double layered cover wrap with a die cut in the outer page. The main character, Hayden Christensen gave the illusion he was jumping from one location to another.
Results
- 69% liked the format
- 65% likely to purchase a ticket
- 90% agreed it was a great way to advertise the movie
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