DNA Test

To the film-initiated, Cannes is a tough arena where competitive pitching and discerning buying far eclipse the ostensible glamour of the red carpet and the heady parties.
Matt James, MD of DNA Productions, entered this year's Cannes arena charged with creating a filmic event for his client, FremantleMedia Enterprises. The client company wanted to publicise its new series, Love You to Death (LYTD), to buyers and TV professionals at the Cannes exhibition, MIPTV. DNA's Matt James had his work cut out in more ways than one... 

  What was the background to
  Love You To Death?

   MJ  FremantleMedia Enterprises (who  make
   shows such as American Idol) wanted us to create
   an event that brings to life FremantleMedia
   Enterprises’ new series, Love You to Death (LYTD).
   The series stars John Waters (Hairspray, Serial
   Mom) and buyers from international TV networks
   at the week-long TV exhibition, MIPTV,
   experienced the quirky style of the show.

   Waters assumes the Hitchcockian role of host and
   commentator, 'The Groom Reaper', lending a wry
   comedy and macabre sensibility to the twisted true
   stories of spouses who murder their "loved" ones.

   Each part of the 13-episode anthology dramatises
   the ill-fated relationships; the crime, the cover-up
   and ending with the guilty spouse getting caught in
   a most unexpected way.

What were FremantleMedia Enterprises' objectives?

MJ They were three-fold;
     -to create an event which captures and communicates the unique ethos and
      proposition of the LYTD brand; dark, edgy, fresh, funny but shocking, macabre,
      naughty  with a Fargo meets American Beauty feel
     -to communicate the dramatic and theatrical style of the show
     -to capture the interest of international TV buyers with the intriguing storylines

 And DNA's creative solution to the brief?

MJ A classic wedding car was hired
along with actors dressed as bride
and  groom to drive up and down the
main street in Cannes' La Croisette.
The car was branded with the show’s
artwork. We replaced the traditional rear bumper dressing of boots and
cans replaced with blood-stained
knives and guns.

A sign reading “Just Murdered” written in blood replaced the “Just Married” sign.  Photographers were then invited to a photo call.

The event was divided into three main parts. A 'gallery-style' reception  followed by a 'highlights of the series' screening and an informal meet and greet opportunity with John Waters and the show's creators.

Guests arriving at the venue were personally greeted by the bride and groom and thanked for coming to the wedding. The reception room was themed with a number of theatrical set pieces including a real car bisected with its open boot revealing the protruding legs of a woman. A wall behind her bears the graffiti,  “Life’s a bitch...then you marry one.”

  We recreated a 1950’s-style kitchen scene with a
  wholesome  and cutesy image - until the fridge door swings
  open to reveal dissected male body parts among the food.
  Following the reception, the bride and groom ushered guests
  into a screening area themed as a church as a string quartet
  played The Wedding March.

   As John Waters took to the stage the string quartet switched
   from playing The Wedding March to The Funeral Procession.
   Waters then introduced a 15-minute promo featuring series
   highlights before a brief Q&A session. Waters' witty speech
   and anecdotes had the audience in hysterics and underlined
   to buyers the strength of the shows writing and its quirky
   humour.

   The press photocall took place at the FremantleMedia
   Enterprises exhibition stand, a beach marquee site  in the grounds of the Palais des Festivals. The event and screening took place at the Carlton Hotel on La Croisette.

The build went well but while there are some great technical suppliers in the South of France, it's very hard to find reliable creative services in Cannes so all the theatrical sets and props were designed and built in London and driven down.

Any amusing anecdotes to report?
We hired local actors and models to be the bride and groom to promote the show but we didn’t actually meet them prior to the event. Unfortunately the actor playing the groom was more like Jack from Will & Grace and kept screaming 'My mother would be so proud' as the wedding car drove along La Croisette.

What they said...

“You really pulled it off! An elaborate,funny,  edgy event that gave the buyers eye catching personal photo ops, a chance to practically be IN the TV show you were selling and an all around ‘deathly good time’. “
John Waters

  “DNA immediately grasped the unique premise of ‘Love You To Death’ and ran with it - and they kept running! They struck just the right tone without parodying the show and created a truly experiential event with the guests immersing themselves in the product. Creating the wedding car stunt on the day of the event maximised the publicity opportunity and generated buzz before the guests even walked through the door. DNA couldn't have created a better showcase for us to do so.”

Charlotte Saynor, Head of Events, FremantleMedia Enterprises

"The LYTD event was a huge concept expertly distilled to a powerful experience that brought a brand, a genre and a medium to life! Flawlessly planned in challenging international conditions, the event intrigued buyers from around the globe and ensured high levels of attendance and enduring interest in the brand. It’s no mean feat to cut through to 12,000 jaded TV executives against the spending might of Hollywood Studios!”
Mary Beer, Director of Marketing, FremantleMedia Enterprises





RK