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.
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
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