Innovative Use of Technology
Client Adlabs Imagica
Brand Imagica
Entrant Sideways
Brief Imagica needed to communicate the launch of “Choo Mantar”, a magic festival featuring India’s best illusionists and magicians to a database of visitors to spark re-visits to the park.
Scale & Location or Cultural Context The advert ran in the women supplement (Sakhi) of Lokmat (the largest news paper in Maharshtra).The women’s supplement was chosen to specifically target the housewives in Maharashtra as the Dal is available only in the state currently.
To communicate this magic festival we decided to make its communication as magical as the event itself.

We sent out an email & asked the audience to read it aloud. The email vanished.

You couldn’t find any Gif’s, or save any images. No hacks like searching your cache or source code would bring it back.

When the email vanished, the footer rose to reveal a call to action sparking a lot of clicks.