Tribeca Film Festival - the ReActor machine (2016)

To get people excited about the Tribeca Film festival, JWT installed a "ReActor" booth somewhere in Manhattan. Outgoing, loud, talented and flamboyant New Yorkers (that's pretty much all of them) could compete with real actors on screen, to see how well they do when they acted out the same scene. If you scored high enough points, you could win tickets to the Tribeca Film festival. What better way to ensure people create a crowd, talk to their friends about it and ultimately challenge each other to see who can win tickets? It turned out to be harder than one might think, but some people managed to nail their scenes and got in for free at the festival. What a cute little stunt, although as usual much more fun for the people there than for us watching it. But that's OK in this case, since the festival is a very local thing, and this created local buzz. Swapping out the orgasm voice of "Sally" for the guy who is trying to win tickets instead is a nice touch.

Advertising Agency: JWT, New York, USA
Head of Art & Design: Aaron Padin
Creative Director: Greg Erdelyi
Art Director: Katie Bourgeois
Copywriters: Kate Delaney, Itai Inselberg
Designers: Soyeon Yoo, Emely Perez
Chief Creative Officer: Brent Choi
Planner: Matt Baker
Head of Production: Jennifer McBride
Executive Producer: Mary Ellen Verrusio
Producers: Liam Golding
Executive Digital Producer: Zeynep Cingir
UX Designer: Jen Lash
Digital Producer: Nick Orsini
Director of Music: Paul Greco
Project Manager: Juliana Orozco
Art Buyer: Suzanna Shields
Business Director: Oswaldo Barbosa
Account Associate: Haley Rankin
Director: Andrew Hines
Production Company: Current
Post-Production: The Mill