Midnight Oil Shares Details of 20th Century Fox TV’s EMMY® Collaboration


Burbank, CA –Midnight Oil is revealing details of their latest marketing work for the 2017 EMMY Season. In a joint effort with 20th Century Fox TV, the agency has carried out the creative development of a multidimensional, 360-degree “For Your Consideration” campaign. (Screening room link.)

Every year, TV and Streaming Networks and Studios attempt to woo EMMY voters by running marketing programs that target the nearly 20,000 Academy Members. For 20th Century Fox TV’s current campaign, Midnight Oil’s work includes partnering on the creation of a specially designed, multi-title screener mailer, stunning print and digital ads, billboards and the TCFTVscreeningroom.com website, which is tailored to suit the unique needs of Emmy voters.

“Our partnership with 20th Century Fox TV and mutual respect for not only television, but the creative process, has allowed us to collaborate and develop compelling campaigns that connect their brands and audiences in a very competitive landscape,” said Michelle Azzopardi, EVP, Creative & Agency Operations. “It is our goal to make an impact among Emmy voters by ensuring 20th Century Fox TV stands out from all the others, while still adhering to the Academy of Television Arts & Sciences guidelines. This year we reimagined 20th Century Fox TV’s mailer by way of a unique hinged box with a custom insert. This structure allowed us to bring the content together on the outer box but keep clear separation on the interior allowing each series to stand on its own while still being part of the TCFTV family.”

Working with the Academy of Television Arts & Sciences and their 2017 Emmy Mailer Guidelines, the 20th Century Fox TV FYC mailer is a uniquely designed, ultra-premium box set of DVD screeners featuring key episodes from 10 of the series up for consideration. The collection features a contemporary design focusing on the themes and talent featured in each of 20th Century Fox TV’s shows. The box utilizes a unique, double-hinged opening that presents the individual series in their own custom designed softpak, housed in a dedicated fitment.

In addition to the stylishly designed mailer, Midnight Oil’s campaign includes the creation of TCFTVscreeningroom.com, a password encrypted, custom website for Academy Members offering viewing of 37 series eligible for EMMY Awards. Going further, the integrated nature of Midnight Oil’s marketing strategy also includes elements such as eye-catching billboards on Hollywood’s Sunset Strip, the design of print ads for industry trade publications, digital banner advertisements and tailor-made website skins.

The extensive nature of Midnight Oil’s current FYC work with 20th Century Fox TV is an evolution of their annual collaboration, dating back to a single mailer for the show, How I Met Your Mother, in 2010. The expanding scope of work is indicative of Midnight Oil’s commitment to truly understanding the needs of their clients and working as partners to accomplish their goals.


About Midnight Oil

Midnight Oil is a dynamic marketing agency dedicated to creating meaningful connections through experiences that inspire.  A team of strategic thinkers, creative artists, and expert craftsmen, Midnight Oil takes seriously its role as brand caretakers and culture-makers.

Leveraging its nearly 40-year history with a diverse team of premium talent and a state-of-the-art studio, Midnight Oil has earned a reputation as premier thought partners their clients can trust. Headquartered in Burbank, CA and consisting of over 250 agency professionals, the Midnight Oil team partners with clients such as Disney, Netflix, Sony Pictures Television, Microsoft, Warner Bros., Activision, EA, and Universal Pictures, among others.

Midnight Oil has received numerous accolades from the CLIO Key Art Awards, Game Marketing Awards, OMA Awards, Effie Awards, the Golden Trailer Awards, and more.