Warner Bros. back catalogue of old titles is vast with some of the most memorable films in history. These titles when placed on shelf have very little pick-up for multiple reasons such as digital downloads, OnDemand services as well as many people already owning the title. This creates a huge challenge; how do you make these old masterpieces sell off shelf? Our brief was to look at refreshing the pack design of multiple titles driving demand and incremental sales.

Create demand through collectability by uniting the titles under a single proposition and identity. In this case we developed ‘Iconic Moments’ due to each of the titles having that famous quote or memorable image that stays with people. We decided to wrap each title with a sleeve that pulled on that key iconic moment in both quote format and image. Isolating these on a relevant and contemporary colour gave them stand out on shelf. Each title’s quote had a sympathetic typographic treatment to ensure the films genre was maintained. This look was then supported though our retail and advertising campaign to support the launch.

Iconic Moments has been one of the most successful campaigns for Warner Bros. in recent years, driving sales of 30,000 units in the first two weeks alone, with all titles outperforming their estimated sales figures. Plus, empty sleeves without the actual DVDs are currently selling on eBay for more than the price of the new DVD!