In Tot Mom, the last production of Sydney Theater Company, Steven Soderbergh has created an interesting look on how a crime can come to understand a nation through the intense media and public attention. We have worked with Sydney Theater Company to create a press outdoor and online campaign for the production transforms the media attention and public business in the advertising itself. The site acts as a platform through which users can discover and investigate the Caylee Anthony case through the mass media it has generated. The site also offers the public an opportunity to leave their own comments. The comments left on the site are then used in the posters and publicity release, creating a recurring cycle of opinion, interpretation and discovery.

also see:  http://www.sydneytheatre.com.au/2009/tot-mom/talkback/

Advertising Agency: Clemenger BBDO, Sydney, Australia
Executive Creative Director: Richard Maddocks
Creative Director: Nic Hodges
Art Director: Chris Badger
Copywriter: Nic Hodges
Web development: Brent Della Valle, John Knuttson
Published: December 2009