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On The Road

A true to the text adaptation of Jack Kerouac’s cult book On The Road which is widely considered to be a defining book of the post-war Beat Generation, inspired by jazz, poetry and drugs.  Directed by Walter Salles (Motorcycle Diaries) and over 30 years in the making after Francis Ford Coppola bought the rights, it was important that the campaign also was true to the roots, targeting not only an intelligent literary audience but a purist film audience.  The media used had to be intelligent, informing and engaging.  A promotion ran on Film4 giving endorsement for the film audience running alongside a supplement created in conjunction with The Observer bringing the book to life again through features and stars writing about the impact the book had on them plus features on the Beat Generation. On The Road went on to gross over £546k at the box office.


TV, VOD, Magazines, National and Specialist Press, Outdoor – Underground, High Impact Online Display, Search, Social


Icon Films

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Project Team

Lucy Barclay

Marc Baylis