In 2015, Camelot came to Fresh Cut with a concept for a Facebook social media video campaign to promote a competition entitled ‘The Great Medal Hunt’ that would raise awareness of the charities and community projects supported by the National Lottery.
The UK-wide competition would take people on a quest across Facebook to reunite British Olympic medal-winning gymnast Louis Smith with his lost medals, and give them the chance to win £20,000.
The creative concept involved the requirement for participants to see Louis Smith trapped inside their phones, having become lost and separated from his beloved medals.
This idea lay at the very heart of the campaign’s hook; as users scrolled through their Facebook timelines, they would see Louis seemingly pressing his face against the glass of their screen, and become intrigued to learn more about the competition.
At Fresh Cut, we love a challenge, and our team came up with a solution that would create the desired effect – and be a whole lot of fun to shoot!
To give potential competition entrants the impression that Louis Smith was interacting with their phone screens, we created a physical screen that the gymnast could run into, bang on, and press himself up against during the shoot.
We briefed our production designers and they got to work building a huge Perspex screen and frame that was solid enough for Louis to bang on it and give the illusion he was hitting the inside of viewers’ mobile phone screens.
Fortunately for us, Louis was a great sport (no pun intended!) and he did a fantastic job on the day of the shoot. He bought into the idea and played his role brilliantly, holding nothing back as he threw himself at the screen and begged viewers for their help!