When Orange became title sponsors of the British Academy Film and Television Awards (BAFTAs), the ceremony was seen as insignificant compared to the Oscars. Our brief was to help them build the equity of the ceremony to maximize the PR value of their investment.
The first thing was a change of date, moving the BAFTAs to February to attract Oscar hopefuls. The event was also relocated to a new cinematic home at the Odeon Leicester Square, allowing for larger crowds and better TV coverage.
We installed a grandstand for the public to see the stars arrive. The celebration dinner was branded and themed. We also organised after-show parties, including a special celebration for Michael Caine at Marco Pierre White’s Titanic restaurant.
Work type: consumer