Outdoor ad: Tim Burton Exhibition: Pie Bag

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Top 6: October 6th 2010

After a huge success in NYC, Tim Burton: The Exhibition arrived in Melbourne. It was DDB Melbourne's job to encourage people to go. People knew Burton's films, but not the artist behind them. They needed to get people to the exhibition and we had few pennies to do it. So, the agency recreated a bloodshed scene from his movie Sweeney Todd, which tells of a Demon Barber who bakes his customers into delicious meat pies. They teamed up with local pie vendor, Pie Face to deliver 100% Human Meat pie bags - complete with red-hot contents - to the people of Melbourne (& Burton himself). The bag itself acted as a 2-for-1 ticket pass.Opening week saw 23,150 attendees, making it ACMIs most successful opening week ever. Daily visits hit another record at 4,227 attendees. So far Tim Burton: The Exhibition is on track to be the most successful ever in ACMI history.