Chris Whittle

BRIEF

20th Century Fox approached Beatwax to create an international event which would provide a number of global media partners with unique content, to celebrate the release of Ice Age 4.

CONCEPT

Inspired by & in contrast to the London 2012 Olympic Games, Beatwax hosted the ‘Ice Age 4, Sid’s Winter Games’ in no other than the ‘capital’ of the middle east - Dubai!
After establishing a partnership with the Dubai Tourist Board (DEPE), Emirates Airlines, Auris Plaza Hotel… Show more

BRIEF

20th Century Fox approached Beatwax to create an international event which would provide a number of global media partners with unique content, to celebrate the release of Ice Age 4.

CONCEPT

Inspired by & in contrast to the London 2012 Olympic Games, Beatwax hosted the ‘Ice Age 4, Sid’s Winter Games’ in no other than the ‘capital’ of the middle east - Dubai!
After establishing a partnership with the Dubai Tourist Board (DEPE), Emirates Airlines, Auris Plaza Hotel & Ski Dubai Beatwax were able to to turn Dubai’s indoor ski resort to a fully branded Ice Age 4 wonderland. Multiple media partners from 5 International markets were invited to take part in a series of Ice Age 4 themed Winter Games! Competing in the Games were Nickelodeon (US), Heart Radio (UK), Coming Soon Television (Italy), Film Starts (Germany) and PINK (Austria)!
RESULTS

Unique global content for media partners: Nickelodeon US; Online & TV with an audience reach of over 50,000,000. Filmstarts Germany; Features on biweekly Video-Show “FÜNF STERNE”, and teasered at the top of PINK's homepage for 14 – 21 days with an audience reach of 1,200,000. Coming Soon Television Italy; TV & Online with an audience reach of 650,000. Pink TV Austria; Online & TV with an auidence reach of 100,000. Heart Radio UK; Radio & Online with an audience reach of over 2,400,000.
Show less

BRIEF

20th Century Fox International approached Beatwax to create a unique, standout global campaign for the origin film of the hugely successful ‘X Men franchise, X Men First Class.?

CONCEPT

A unique X Men training academy was created on board the USS Intrepid: An US Navy aircraft carrier berthed in the Hudson River in New York.
A range of genuine mutant skills was taught to a select group of presenters, journalists and audience members of the media partners involved… Show more

BRIEF

20th Century Fox International approached Beatwax to create a unique, standout global campaign for the origin film of the hugely successful ‘X Men franchise, X Men First Class.?

CONCEPT

A unique X Men training academy was created on board the USS Intrepid: An US Navy aircraft carrier berthed in the Hudson River in New York.
A range of genuine mutant skills was taught to a select group of presenters, journalists and audience members of the media partners involved. The skills were those that the actual central characters used in preparation for the film:
16 international media partners were tied into the campaign to provide two huge swathes of publicity
RESULTS

£24 million of free media value delivered in 16 markets: This included the USA, India, South East Asia, UK, France, Germany, Spain, Italy, Australia and a host of smaller markets as diverse as Serbia, the United Arab Emirates, The Philippines and Holland.
MTV made a 30-minute show about the experiences of their presenter at our event. This was shown in 83 markets globally.

Similar pieces appeared on Channel V (Philippines), National Geographic (Australia).
Capital Radio in the UK made a live breakfast show broadcast actually on board our aircraft carrier; Saturday Morning breakfast presenter Dave Berry underwent X Men Training specially adapted to best suit radio broadcast.

Top film blogger Joe Utichi was also invited to document his experience at the academy as the centre piece of an online campaign.
Show less

20th Century Fox International approached Beatwax to create a unique, standout multiple partner campaign for the Russian, Greek and UK markets to deliver compelling AV footage around an experiential event.

CONCEPT

We created a race from Moose Lake Minnesota (a real place) to Miami, and then onto Rio! On route our racers would be given the skills to fly! They were pushed out of aeroplanes over Minneapolis (wearing parachutes), given the controls of a light aircraft over Atlanta;… Show more

20th Century Fox International approached Beatwax to create a unique, standout multiple partner campaign for the Russian, Greek and UK markets to deliver compelling AV footage around an experiential event.

CONCEPT

We created a race from Moose Lake Minnesota (a real place) to Miami, and then onto Rio! On route our racers would be given the skills to fly! They were pushed out of aeroplanes over Minneapolis (wearing parachutes), given the controls of a light aircraft over Atlanta; taught confidence boosting skills such as learning to Samba and performing that dance to a live audience in Jacksonville, or performing Capoeira in Chicago. Racers had to use their initiative to get across country; we broke the route up into 7 legs and gave them checkpoints at which they needed to arrive at specific times and dates. After that they were on their own armed with an iPad and a small cash allowance.

RESULTS

US news broadcaster NBC tracked the journey at key points on route and delivered an amazing 8 minute news piece live from Moose Lake at the start of the journey:
MSN created a wide UK and European campaign highlighting the daily exploits of their film correspondent Ed Holden, and his UK team mate – CBBC news presenter UK John Watson. This featured multiple blog posts, social media support and advance recruitment to galvanise MSN customers to follow Ed and John across continent.
Russian TV partner MKTB and Greek broadcaster ANT1 delivered a total $450K campaign to find two participants from amongst their audience in their respective markets. An extensive advance publicity drive across platform ensued to find their participants. This was followed up with guaranteed broadcasting of the experience on each channel using edited footage we supplied to them as the event unfolded on a daily basis. Show less

20th Century Fox International approached Beatwax to create a unique, standout global campaign for the next release in the hugely successful ‘The Chronicles of Narnia’ franchise – ‘The Voyage of the Dawn Treader.

CONCEPT

Our response was to create a working and sea worthy replica of the Dawn Treader and take to the high seas with a totally amateur crew of mums, dads and their children!

We reached out to the biggest broadcasters in 12 major markets and tied in partnerships… Show more

20th Century Fox International approached Beatwax to create a unique, standout global campaign for the next release in the hugely successful ‘The Chronicles of Narnia’ franchise – ‘The Voyage of the Dawn Treader.

CONCEPT

Our response was to create a working and sea worthy replica of the Dawn Treader and take to the high seas with a totally amateur crew of mums, dads and their children!

We reached out to the biggest broadcasters in 12 major markets and tied in partnerships that would deliver huge publicity drives across multiple platforms in broadcast, print and online, to find international family groups to make up our crew.

Each partner sent a broadcast crew with their family group. They made fly on the wall documentary type pieces for peak time broadcast back in their respective home markets, actually in the release weekend of the film in each territory.

RESULTS

£22 million (55 times the cost of the project) of free media value delivered in 12 markets: This included the USA, UK, France, Germany, Spain, Italy and Scandinavia.
The partners included Nickelodeon (USA), Gulli TV (France), Sky One (Germany), National Geographic (Italy), Channel 5 (UK).
Coverage outside of the partners included an extensive BBC1 News piece in the UK, mainstream news on ABE News and Fox News (obviously) in the USA.

The Narnian franchise has a very dedicated and passionate global fan base – these groups were catered for by the inclusion on the voyage of Narniafans.com The leading blog site in Narnia terms – daily filmed exploits of the editors’ adventures were uploaded to the blog and were watched, liked and tagged by Narnian fans worldwide.

Awareness was measured in 6 of the markets by Vizeum (Fox media agency) following the first phase of the campaign. The film had been tracking low outside of Narnia fan groups. Post this activity; awareness had been raised by 42% with over 90% intention to see (Ian Morton, VP Fox Marketing Europe).
Show less

BRIEF

Sony asked Beatwax for a credible brand association and an effective way to communicate Sony's XB headphones links to DJs and urban music.

CONCEPT

We made Mike Skinner from The Streets dream come true; his face immortalised in a crop circle somewhere near the hallowed fields of the 2009 Glastonbury Festival to coincide with his billing at this most celebrated of festivals. The creation of Mikeface in sharp relief 210ft high in a field immediately adjacent to Castle… Show more

BRIEF

Sony asked Beatwax for a credible brand association and an effective way to communicate Sony's XB headphones links to DJs and urban music.

CONCEPT

We made Mike Skinner from The Streets dream come true; his face immortalised in a crop circle somewhere near the hallowed fields of the 2009 Glastonbury Festival to coincide with his billing at this most celebrated of festivals. The creation of Mikeface in sharp relief 210ft high in a field immediately adjacent to Castle Cary Railway Station (the main station for Glastonbury Festival) servicing over 60k of footfall to and from the Glastonbury site over the period of the weekend. The method was simple mapping the image onto the field from space using Global Positioning Technology. We then worked with the agricultural machinery experts John Deere to deliver the image through the use of farm machinery..some paint..some string..and a strimmer.

RESULTS

Inclusion in the BBC 2 on air Glastonbury Festival coverage, The Sun, The Daily Mirror, NME, MSN, BBC Radio 6 Live Breakfast Show Interview amongst many others. Mike also covered it on The Streets social media channels including Facebook and Twitter and created 3 webisodes from the project which you can view on YouTube.
Show less

BRIEF

Fox Home Entertainment wanted to create a really big buzz around the DVD release of the biggest film of all time ‘Avatar’ on Monday 26th March.

CONCEPT

Beatwax approached Fox to create an interactive spectacle installed in London to act as a hub for activity over the pre-release weekend and on the day of release.
The Tree of Souls is the centre of life on Pandora, it only seemed fitting that it should be the centre of the DVD release activity in the UK.
Standing… Show more

BRIEF

Fox Home Entertainment wanted to create a really big buzz around the DVD release of the biggest film of all time ‘Avatar’ on Monday 26th March.

CONCEPT

Beatwax approached Fox to create an interactive spectacle installed in London to act as a hub for activity over the pre-release weekend and on the day of release.
The Tree of Souls is the centre of life on Pandora, it only seemed fitting that it should be the centre of the DVD release activity in the UK.
Standing at over 6.5 metres high and with over 19 miles of fibre optics installed our ‘Tree of Souls’ is a world and UK first

RESULTS

As the centre of the Avatar DVD release in the UK, the Tree of Souls was used to host a photocall, interview and meet and greet with Avatar’s Colonel Miles Quaritch (Actor Stephen Lang). Including an interview hosted by YouTube phenomenon Daveyboyz. MTV and Digital Spy also featured interviews with Lang at the tree.

In addition to the press call the tree attracted over 80,000 visitors over the three days and hundreds of direct interactions with consumers over the three days of installation.
A Google search on the Tree of Souls reveals over 1,200 web links, blog entries and other social media coverage
1,170 trees have been planted following the activity. Show less