The future comes from the old can
Cinecom and Cavegn Advertising are launching a digital promotional video.
Cinecom and Cavegn-Werbung launch the digital advertising film. "The Jazzsinger" was the name of the film that replaced silent films with sound films in 1929. In 1939, color film prevailed with "Gone with the Wind". On June 30, 2005, Cinecom celebrates a similar cinematic milestone in Switzerland. "A huge act has begun for Cinecom. Most cinemas in Switzerland are being converted to digital advertising film," says a delighted Jean-Claude Bruhin, Head of Communications at Cinecom (see also page 19). 280 to 300 cinemas will have been converted by June 30, according to the leading marketer of cinema advertising in Switzerland. By mid-2006, "or sooner", the target is 430 cinemas. The new technology eliminates the time-consuming copying of 35 mm advertising films. Commercials can now be shown digitally, i.e. without a lead time of several weeks, in a highly flexible manner.
To herald this new era, Cavegn-Werbung has, according to Markus Cavegn, laid the old times to rest "in a simple, striking way". The idea of an obituary made of celluloid, "which is making its grand entrance once again", came to him spontaneously. Cinecom liked it straight away. The announcement has since developed into a veritable little campaign. Paraphernalia from the good old days of color film continue to serve as props for the follow-up subjects.
While 2.3 kilometers of advertising film were cut and pasted into a mailing in collaboration with the Züriwerk for the "Todesanzeige", Cavegn is now working with photos of film reels and film canisters that are no longer used and have therefore also been misused. Julien Vonier photographed the packshots. The texts are by Markus Rottmann, who is currently working for Cavegn as a freelancer in the Swiss mountains instead of in India as he used to.
The creative team deliberately abandoned Cinecom's CI for the first motif because the cross on a red background was not effective. This basic color "almost leased" by Cinecom is now back - but the claim is missing as a new consequence to announce a new era. "The subjects are as fast as a media plan with Cinecom can be," comments Cavegn on the film can and reel.
The advertisements with these announcements appear in the specialist press in Switzerland and also in Horizont, well timed with a specialist report in the German advertising newspaper on the development of digital transmission.
Megabytes instead of film reels: a milestone in cinema advertising.
Andreas Panzeri
To herald this new era, Cavegn-Werbung has, according to Markus Cavegn, laid the old times to rest "in a simple, striking way". The idea of an obituary made of celluloid, "which is making its grand entrance once again", came to him spontaneously. Cinecom liked it straight away. The announcement has since developed into a veritable little campaign. Paraphernalia from the good old days of color film continue to serve as props for the follow-up subjects.
While 2.3 kilometers of advertising film were cut and pasted into a mailing in collaboration with the Züriwerk for the "Todesanzeige", Cavegn is now working with photos of film reels and film canisters that are no longer used and have therefore also been misused. Julien Vonier photographed the packshots. The texts are by Markus Rottmann, who is currently working for Cavegn as a freelancer in the Swiss mountains instead of in India as he used to.
The creative team deliberately abandoned Cinecom's CI for the first motif because the cross on a red background was not effective. This basic color "almost leased" by Cinecom is now back - but the claim is missing as a new consequence to announce a new era. "The subjects are as fast as a media plan with Cinecom can be," comments Cavegn on the film can and reel.
The advertisements with these announcements appear in the specialist press in Switzerland and also in Horizont, well timed with a specialist report in the German advertising newspaper on the development of digital transmission.
Megabytes instead of film reels: a milestone in cinema advertising.
Andreas Panzeri
