DOOHA Winner: Adspace Digital Mall Network, Sony Pictures, "Paul Blart: Mall Cop"
Best pairing of advertising and venue
Sony Pictures' movie poster for the movie Paul Blart: Mall Cop was brought to life on the Adspace Digital Mall Network when lead actor Kevin James acted out six different scenes, filmed specifically for the network in high definition, vertical format. The fifteen-second commercials aired in rotation in 29 malls. Not only was this creative execution directly related to the venue, it promoted interaction between the shoppers in the venue and the character from the movie.