The One Club and National Cinemedia Announce Larger Than Life Cinema Advertising Competition Winner – Country Club Chicago

Winning Entrant Eligible for Prestigious One Show Gold Pencil

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Winning Cinema Advertising Spot to be Produced by Award-winning RSA Films

May 8, 2007
"Cinema advertising is an exciting medium to showcase great creative for so many reasons, and the winning creative team of Jason Minyo and Jeff Canzona at Country Club Chicago came up with a spot that will take advantage of the big screen, big sound, larger than life cinema environment"

The One Club, the world's foremost non-profit organization for the recognition and promotion of excellence in advertising, and National CineMedia, the leading digital content and advertising network reaching 14,000 movie screens in the U.S., have announced the grand prize winner of the new Larger Than Life cinema advertising competition –Country Club Chicago for its spot entitled “The Collectors” on behalf of client Rotofugi.

As the winner of Larger Than Life, Country Club Chicago has been awarded the production resources of RSA Films, one of the world’s leading commercial advertising and music video production companies, as well as media for the finished advertisement. RSA Films will produce the winning entrant’s cinema campaign and it will be eligible to be showcased to over 10 million moviegoers in approximately 425 theatres on 4,200 movie screens nationwide as part of National CineMedia’s FirstLook pre feature program. The produced cinema spot will also be eligible for consideration for the prestigious Gold Pencil award, considered the pinnacle of achievement in the advertising field.

The One Club and National CineMedia partnered on the contest for the first time in 2006, broadening the One Show Non-Broadcast category to include this new cinema advertising competition. They invited the creative community to submit storyboards beginning in September 2006 for a 60 second cinema advertisement, and the storyboards were judged by the 2007 One Show jury of award-winning art directors, copywriters and creative directors with the category.

Larger Than Life Cinema Advertising Competition Winners:

1St Place Grand Prize Winner
Country Club Chicago – “The Collectors” on behalf of client Rotofugi

2nd Place
Arnold – “Baby Carriage” on behalf of client American Legacy Foundation

3rd Place
DraftFCB – “First Date” on behalf of client Zip Car

4th Place
Carmichael Lynch – “Good Vs. Evil” on behalf of client Harley-Davidson Motorcycles

5th Place
Campbell-Ewald Advertising – “Coma” on behalf of client Chevrolet

“Cinema advertising is an exciting medium to showcase great creative for so many reasons, and the winning creative team of Jason Minyo and Jeff Canzona at Country Club Chicago came up with a spot that will take advantage of the big screen, big sound, larger than life cinema environment,” said Cliff Marks, National CineMedia’s president of sales and chief marketing officer. “If you think about the movie going experience, you know that once you settle into your seat, you’re fully engaged by the enormous canvas in front of you and you’re ready to be fully entertained. Cinema advertising has the potential to generate strong bonds and amazing recall with in-theatre audiences, but at the center has to be extraordinary creative and powerful storytelling. The winning entry has really captured that concept.”

Fame Awaits Winner of Larger Than Life Competition

National CineMedia developed a Larger Than Life marketing campaign supporting the competition and new Gold Pencil category. The campaign, created by New York’s CO-OP AGENCY212, consisted of a series of viral emails featuring several award-winning industry creative directors in unusual situations followed by the tagline Fame Awaits You. The viral spots starred multiple One Show Pencil winner Jeff Kling, executive creative director at Euro RSCG Worldwide in New York; Bob Barrie, founder, Barrie D'Rozario Murphy/Minneapolis; and Eric Silver, executive vice president and executive creative director at BBDO New York.

A series of Larger Than Life print ads also appeared in industry trade publications featuring senior executives from agencies and brand companies. Participants included Scott Berg, director, worldwide media, Hewlett-Packard; Bill Cella, chairman and CEO, MAGNA Global Worldwide; Steve Grubbs, CEO, phd North America; Bill Nielsen, senior director, Xbox Global Partnership Marketing; and Charlie Rutman, CEO, MPG. Additionally, online banner advertisements appeared on industry websites supporting the new competition, directing people to the contest’s website at www.largerthanlifecontest.com.

About The One Club

The One Club is the world’s foremost non-profit organization for the recognition and promotion of excellence in advertising. Founded in 1975 and based in New York City, The One Club produces three annual awards competitions: The One Show, One Show Design and One Show Interactive, which culminate in awards ceremonies held in New York City each May.

As part of The One Club’s mission to support the next generation of advertising professionals, the non-profit organization nurtures emerging talent through scholarships, portfolio reviews and an annual student exhibition and competition. The One Club maintains a full-time exhibition gallery, hosts an ongoing series of lectures and events, and produces publications that include the quarterly one.a magazine and The One Show and One Show Interactive annuals.

About National CineMedia, Inc.

NCM LLC operates the largest digital in-theatre network in North America through long-term agreements with its founding members, AMC Entertainment Inc., Cinemark USA Inc. (NYSE: CNK) and Regal Entertainment Group (NYSE: RGC), the three largest theatre operators in the U.S., and through multi-year agreements with several other theatre operators. NCM LLC produces and distributes its FirstLook pre feature program; cinema and lobby advertising products; comprehensive meeting and event services and other entertainment programming content. NCM LLC’s national network includes approximately 14,000 screens of which approximately 12,200 are part of the company’s Digital Content Network (DCN). NCM LLC’s DCN covers 154 Designated Market Areas® (49 of the top 50). During 2006, approximately 550 million patrons attended movies shown in theatres owned by the NCM LLC founding members (excluding Loews). National CineMedia, Inc. (NASDAQ: NCMI) owns a 44.8% interest in and is the managing member of NCM LLC. For additional information, visit www.ncm.com.

About RSA Films

RSA Films, Inc. was founded in 1968, by Sir Ridley Scott (“Bladerunner,” “Alien”, “Gladiator”) and Tony Scott (“Top Gun”, “True Romance”, “Enemy of the State”) and is now one of the leading film, television advertising commercials and music video production companies in the world. Headed by President Jules Daly, RSA Films has an established reputation for creating innovating and groundbreaking commercials for some of the world’s most recognized corporate brands. Headquartered in Los Angeles, with offices in New York and London, RSA Films has a roster of over thirty directors. Among the prestigious awards RSA has garnered is an Emmy Award for Best Commercial for “Nike Move” and the announcement in TV Guide that Ridley Scott’s “1984” Apple Computer spot was voted The Best Commercial of All-Time. RSA has collected numerous GOLDEN LIONS, EMMYS, BAFTA, AICP, Cleo, MTV and MVPA awards since its inception.

About Country Club Chicago

Country Club Chicago is an exclusive members-only art gallery and marketing collective. Our members come from the upper echelons of design, advertising, and fine art. And clients range from the blue chip to the neighborhood grocer. Country Club Chicago offers a full range of services, including identity system creation, event marketing, and advertising campaign development. We invite you to make our acquaintance at www.countryclubchicago.com.

Contact:

National CineMedia
Lauren Leff/Amy Finnerty
212-931-8107/212-931-8117
lauren.leff@ncm.com
amy.finnerty@ncm.com
or
The One Club
Diane Stefani
212-255-8455
diane@rosengrouppr.com
or
PMK/HBH for RSA Films
Dan Strickford
310-967-3789
dan.strickford@pmkhbh.com