BackwardsHeroes

Harry Potter “meets” Tim Burton’s Alice in Wonderland

Creative Brief

TARGET AUDIENCEThe film will have the broadest demographic and psychographic appeal: all four quadrants. We are aiming for a PG rating.

BRAND ID / TONE•A subversively witty dazzler that manages to hit all the emotionally satisfying marks. •A visually imaginative fantasy.•More modern than classical.•The film is NOT a musical (though music can play a supporting role).

GENRE / COMPARABLES ALICE IN WONDERLAND, HARRY POTTER, TOY STORY, BAZ LURHMAN’S ROMEO & JULIET.

Creative Brief• Director: Tim Burton• Dorothy: Dakota Fanning• Wizard of Oz: Johnny Depp• Scarecrow: Bradley Cooper• Cowardly Lion: Kanye West• Tin Man: Joseph Gordon Levitt• Glinda: Anne Hathaway• Wicked Witch of the West/East: Jane Lynch• Auntie Em: Meryl Streep

Haunted Forest and along the YBR– Creepy and dark– Witchv.Witch– Monkeys come in like Seal Team 6

ASSIGNMENT•Develop overarching creative positioning strategy for THE WIZARD OF OZ•Explore high impact / buzz worthy custom integrated and viral video efforts

Creative Brief

Online Marketing Mix

• Official Site• Facebook • Display Ads• Social Media Marketing• YouTube/Video Channel• Twitter• Search/SEO/Outreach

Build the YBR on Facebook‘Emerald City’ Tease

• A primary engagement will be a Facebook App supported by a media buy. One of the focal points of the film is art direction and one set that will be fascinating to see is the Emerald City. We will tease a sneak peek available near the film opening exclusively on Facebook.

• ‘Likes’ will equate to bricks and after 5,000,000 likes FB fans will have built a complete YBR. Each brick will be customized with a name and number and will enter you into a sweeps. Your brick will be shared via wall post and all your friends will be encouraged to participate.

• Additional ‘milestones’ will be achieved and random bricks will be chosen to receive prizes.

YouTube Channel hosted byScarecrow, Tin Man and Lion

• We will post a series of videos that introduce the new cast of WOZ in character in a ‘reality TV’ style portrayal. Each will speak directly to camera about what a challenge the journey to Oz was and what a bad-ass Dorothy turned out to be; how the Wizard is a total Diva/Poser, etc.

• The concept is to have a ‘Big Brother After Dark’ feel so that we are getting an insider’s peek into the new world of OZ.

It’s Hero Time

• This film is a great fit for the Backward Heroes team. Having worked on literally hundreds of films, we know we can make a great contribution to the success of this project.

• We understand the strategy, objectives and tone of this film and we can deliver this on time and on budget.

• This presentation reflects the beginning of our ideas, not the end. We expect to work on this with the studio to make it the best campaign it can be and would love to collaborate to insure we are achieving the best results.

Thank you!