‘Parallel Lines’, is part of a new, global campaign to promote the unique cinematic viewing experience offered by Philips’ range of TVs and is a follow up to the internationally acclaimed and award winning Carousel short film developed for the launch of the Philips Cinema 21:9 TV.
For the project, Philips selected a single unifying theme and challenged Sir Ridley Scott’s production house’s directors to submit treatments for a short film in a genre of the director’s choice. Forty-five treatments were received in total from which Philips selected five it believed were most ground-breaking. The films explore the most popular genres of filmmaking including drama, action, animation, sci-fi and thriller, and were shot on location in Uruguay, London, Moscow, China and South Africa.
The objective of the online campaign is to engage film fans and drive awareness of Philips TVs’ cinematic viewing experience proposition through its unique ‘Ambiplayer’ media player. Parallel Lines is being promoted via an interactive though-the-line campaign with a strong focus on social media.
In a world first, Parallel Lines’ digital integration includes a YouTube homepage masthead in widescreen 21:9 cinematic format.