Universal Download & Keep

Making History

Making History
How do you persuade film fans to download and keep classics in the age of streaming? That was the challenge set by Universal when promoting Churchill biopic Darkest Hour.

Imagine’s campaign began with a first-of-its-kind creative: an inside-front cover spread taking inspiration from almost one hundred years of Radio Times editorial archives, using an actual cover from a 1940 edition of Radio Times featuring Churchill but swapping in imagery from the movie to create a stunning faux front cover and facing feature.

This was complemented in BBC History magazine with a feature that took a deeper dive into key aspects of the film and sponsorship of the BBC History podcast.

In the following issues we created a series of half-page advertorials promoting some of Universal’s biggest titles. We also used radiotimes.com’s listings pages to promote key film releases in addition to running a series of bespoke digital takeovers and advertorials aimed at adults aged 55+.

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