Big Problems, Big Thinkers @KineticUSA
Adrian J Cotterill, Editor-in-Chief
Kinetic Worldwide announced yesterday that it has partnered with Bloomberg Media to promote its new television and video series ‘Big Problems. Big Thinkers’, a docu-series examining some of the biggest threats facing humanity and the solutions underway to solve them.
Coinciding with its live television premiere, Kinetic Worldwide sought to bring the six-part docu-series to life in a grand and impactful way. Kinetic developed an active journey on behalf of Bloomberg by connecting the dots between timing, location, mindset and consumer intentions to contextually connect and activate Bloomberg’s audience throughout their day. The agency secured five of Times Square’s prime digital billboard units, in order to drive awareness to the show’s core message of promoting a sustainability-conscious and mindful world to consumers on the move.
Bridging the gap between physical and digital, the first episode should have aired on the corner of 42nd Street and 8th Avenue at 8pm ET on Wednesday, September 14, 2016 but we are told that a technical glitch occurred and this did not happen. The plan to have ‘Big Problems. Big Thinkers’ as the first television show to premiere a full episode on a Times Square billboard using closed captioning at the same time as the live TV show is airing thus did not come about.
Mauricio Sabogal, Global CEO of Kinetic Worldwide said “A commitment to global empowerment is at the core of Kinetic’s ethos. We hope that exposure of this magnitude connects not only with people on-the-move’s viewing habits but with their hearts. We could not have completed an activation of this scale without support from the out-of-home community.”
Beyond the (failed) live screening of the premiere, custom content was running on additional Times Square billboards including the American Eagle and Express signs and Taxi TV, generously supported by OUTFRONT Media and Clear Channel Outdoor Americas to provide additional opportunities for ‘Big Problems. Big Thinkers’ to make an emotional impact on audiences on the move.
The show, created in partnership with award-winning broadcast journalist and producer Terre Blair, will focus on some of our era’s biggest challenges, including climate change, the economy, measuring success, foreign affairs, media, and political paralysis. The series features Blair’s interviews with Warren Buffett, the Dalai Lama, Madeline Albright, Steven Soderbergh, and others, who discuss profound issues on their personal terms.
Bloomberg Media COO Jacki Kelley told us “It’s rare that you hear from global leaders such as these on how they would tackle the toughest questions of our time. We are thankful for Kinetic and the outdoor community for their quick and strategic support to ensure this important series reaches viewers in contextually relevant places”.
‘Big Problems. Big Thinker’ airs globally on Bloomberg.com, Bloomberg Television, and in New York City’s Times Square at 8pm ET on Wednesday, September 14, 2016.
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