As film companies try to buck the downward trend of theater attendance, they're eschewing traditional film marketing campaigns in favor of something more engaging and memorable. Giant Spoon shares the stories behind building a seedy pop-up tattoo parlor and speakeasy ripe with degenerate puppets, & why activations are the answer to fluffing audiences. "Once consumers step into an activation and its created world, they become hooked––and the 2-hour film they want to see becomes a continuation of the journey they just went on."
Read MoreGo Behind The Scenes of Giant Spoon's SXSWestworld: The Best Activation Ever?
WNW Member Josh Yeston, the Associate Creative Director of Giant Spoon, gives a fascinating behind-the-scenes tour of some of the many creative logistics involved in this undertaking. "It seemed simple to our audience, but it was a symphony of complicated decisions behind the scenes."
Read MorePart Speakeasy & Part Speak Out, The Lady Factory Exports Empowerment
Earlier this week, a one-of-a-kind "pop-up museum" appeared in San Francisco. Named "The Lady Factory," it's part speakeasy, part speak out. Clemence Pluche tells us why it was the perfect time for "a super-shareable, ultra-Instagrammable set of installations embedded with stories and subtext about women’s real lives in 2018."
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