cloudstreet launch

client:
• showcase

product:
• six part TV mini series, Cloudstreet

brief:
• justify the enormous investment in this original programming.

problems

• beloved novel with a huge fanbase.
• slow moving, literary style with spiritual themes.

• a huge commitment for people who don't know what to expect from Tim Winton.
• story jumps a decade from the second act.

• programme must be perceived as more than just nostalgia. (not The Sullivans!)
• delivered programme ended up being a trilogy of feature films.

• be part of a much larger campaign.
• assuage the many, many jittery stakeholders.

solution: movie trailer

• use the voice of the narrator from the programme;
• write a straight-talking book-jacket description that hints at the plot destination;
• limit soundbites to those that demonstrate what's at stake for the characters;
• demonstrate the ethereal, "Terence Mallick" style of the material.

result

The on-air content was a key part of a massive marketing and publicity push on the part of both Showcase and Foxtel. The end result was that Cloudstreet became the most watched Australian subscription TV drama to date.

An international embargo on the content was put in place to stop leaks to torrent sites. The show received strong distributor interest on the quality of the trailer alone.

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solution: character spots

• make spots that introduce Winton/Cloudstreet newbie to the main players;
• demonstrate the characters' main plot hurdles;
• give some sense of how the series will play out.

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solution: music videos

• further demonstrate the artistic, life-affirming nature of the work.

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production credits

concept and copywriting: Charley Holland
producer/editor: Byron Meers
editor: Demi Skoufis

graphics: Richard Grant
voice overs: Ron Haddrick

music: Bryony Marks
lyrics: Charley Holland