Philly E-Lane! An April Fools Joke from MRB & the city of Philadelphia
04/06/2012
MRB Films and the Mayors office of the city of Philadelphia partnred to create an ambient and video campaign to raise awareness around the issue of distracted walking. MRB conceptualized and executed the campaign which included a faux press conference introducing the E-Lane, a dedicated sidewalk space exclusively for pedestrians who wish to use electronic devices while walking, as well as a web video documenting the entire event. The video features Mayor Nutter and Deputy Mayor of Transportation, Rina Cutler, along with interviews with E-Lane users and protesters.
The video campaign was released on April 1, 2012 as an April Fool's joke by the Mayors office and the impact within 5 days included:
16,000 hits on the Mayor's website in the first 48 hrs—five times as many as in the past six months combined
Coverage on NBC, ABC, NPR, and CBC (in Canada) within 36 hrs
Coverage in the San Francisco paper, Huffington Post, Washington Post, among many others
Editorial in the Tampa newspaper
On talk radio in Johannesburg as well news outlets in France and New Zealand
Featured on the CBS morning show with Mayor Nutter being interviewed live
...Great news! We won a GOLD ADDY® Award for our original idea, Philly E-Lane, an April Fools prank we pulled on the city of Philadelphia! Onto the District 2 Comepetetion!
MRB Films joined with with Porter Novelli in DC to create an awareness campaign for the Alzheimer's Association with revealing portraits of caregivers that are intimate, emotional and at times, funny...
...The Council for Advancement and Support of Education (CASE) has acknowledged MRB Films as a Gold winner for the 2012 Circle of Excellence Award. Awarded in the General Information Videos category, MRB was acknowledged for their video for Johns Hopkins University School of Public Health, Malaria...
...armed with hidden cameras and iPhones, where they made purchases and discreetly filmed the action. At the height of the madness when items were flying off the shelves, a surprise team armed with balloons and banners; an a cappella group; and a RED camera entered the store...
Philly E-Lane! An April Fools Joke from MRB & the city of Philadelphia
04/06/2012
...MRB conceptualized and executed the campaign which included a faux press conference introducing the E-Lane, a dedicated sidewalk space exclusively for pedestrians who wish to use electronic devices while walking, as well as a web video documenting the entire event...
...By incorporating visual metaphor and capturing passionate statements from scientists, including Nobel laureate, Dr. Peter Agre, MRB created an emotional film that visualizes the disease from a very personal perspective...
...From sunrise to sunset director Bryan Elsom worked with our cast of top notch models (POLO, Calvin Klein, Diesel, etc) to breathe life into the luxury world of Men of Habit...
I'm sorry show business isn't for me. I'm goin' back to Allentown!
08/15/2011
...Gotta love shooting 4K footage at 48fps. With so much data captured you really can control the look of the piece in post. Apparently Peter Jackson is doing the same thing for his new film, The Hobbit... Great minds...
