48: 22 It's Your Time

This mock trailer was created by Dublin agency Brando Advertising via Boogie Films and was part of a two-stage campaign for Irish telco 48.

Phase one of the campaign revolved around the agency creating buzz for a new - but not real - horror movie called 22 It's Your Time. The company created made up movie posters to promote the trailer and fake reviews to support the posters - they even managed to get a real movie special featuring a fake lead actress and the spot's real director, Milan Balog, playing the man behind the camera of the fictional movie Milan da Silva.

Utilising the powers of Twitter, Facebook and YouTube, the company then moved into phase two of the plan, exposing the campaign for what it was and revealing the new promotional message for the brand: play while you can, encouraging fans to take advantage of one of 48's tariffs, which target 18-22 year olds.

To see the 48 Play While You Can Case Study click here.