Boards (2007) - The Last Temptation Scorsese shoots Hitchcock homage for Freixenet

Details

• article: The Last Temptation Scorsese shoots Hitchcock homage for Freixenet
• author(s): Kevin Ritchie
• journal: Boards (01/Dec/2007)
• issue: page 10
• journal ISSN: 1488-6286
• keywords: Advertising campaigns, Motion picture directors & producers, Martin Scorsese, The Key To Reserva, Television production industry

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Abstract

"We proposed moving the campaign from TV spots to a unique piece of art that could reach the audience from different points," says Alex Martinez, ECD at JWT, Spain. "And we hired a star who works behind the camera so the brand is perceived as upgrading in the consumer's mind. Of course it's still advertising - but it's also art."