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Philips 21:9 Parallel Lines


To promote Philips 21:9 Ambilight TV, our DDB London and Tribal DDB Amsterdam team created a unique cinematic viewing experience that didn't just show off the TV's innovative features, but celebrated what we all love about the movies.

We gave the same six lines of dialogue to five different, incredible Hollywood directors and asked each of them to create a three-minute film. The result was five very different films in differing genres. They were housed on the www.cinema.philips.com website that used a virtual Philips TV to view and interact with the films.

The campaign was promoted like any other feature film, complete with cinema trailers, a facebook fan page and a pre-screening event. In the first week there were over a million film views. Hollywood studios began a bidding war to create a feature-length adaptation of one of the shorts.

Read more in our Yellow Paper Series Introducing Social Creativity


We held a competition where amateur filmmakers could submit their own videos based on the very same brief given to the Hollywood directors. Everyone was able to participate in the short-listing of the films by voting on our YouTube channel. The Grand Prix winner, chosen by Sir Ridley Scott, was American director Keegan Wilcox for his film Porcelain Unicorn. Baby Time was selected as the People's Choice winner.



Get a behind the scenes look at Parallel Lines

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