Harnessing the power of a meme… “one of the greatest artistic achievements of our time”

Our contagious Idea

NOW TV tasked Fever with finding a way to get content hungry 18-30 year olds to sign up to a Sky Cinema Pass during the summer.

We hit upon the idea of marking Jurassic Park’s 25th anniversary in a very special way. When you think of Jurassic Park, you think dinosaurs right? That’s not what our social listening showed. The target audience weren’t talking about dinosaurs, they were talking about Jeff Goldblum.

The meme of Jeff’s character Dr Ian Malcolm laying back, shirt unbuttoned and golden torso out, was the most shared moment from the film among our audience. Jeff became our creative muse but as we had no access to the real Jeff we had to be creative.

Working with a specialist artist, Fever recreated Jeff’s beautiful visage as a sculpture Michelangelo would have been proud of. Fever’s work needed to be as epic as the film, not just life sized – it needed to be dinosaur-sized – which is why our statue of Jeff was commissioned to be 25ft (7.6m) tall and 150kg in weight.

We positioned Jeff in London’s Potters Field as it offered high commuter footfall and views of the Tower Bridge.

How far did it travel?

  • 293 pieces of coverage landing across the globe

  • Jeff Goldblum was trending across 117 different locations, across eight different countries, with a tweet being sent every two seconds

  • Over 100 pieces of broadcast coverage

  • Ad Week called it ‘an instant classic’

  • But best of all, Jeff Goldblum himself shared it on Instagram awarding it ’10 Goldblums out of 10’, a post liked over 190,000 times

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