INSIDE OUTSIDE - BEHIND EVERY DOWNLOAD THERE'S A STORY
| Title | INSIDE OUTSIDE - BEHIND EVERY DOWNLOAD THERE'S A STORY |
| Brand | WARNER |
| Product/Service | NOVASTAR |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
MAKE LEMONADE Leuven, BELGIUM
|
|
Contributing Company
|
MAKE LEMONADE Leuven, BELGIUM
|
Credits
| Willem Van den Hoof |
Make Lemonade |
Creative Director |
| Han Van den Hoof |
Make Lemonade |
Creative |
| Wouter Bouvijn |
Freelance |
Director |
| Stijn Van de Voorde |
Studio Brussel |
Researcher |
| Maarten De Sutter |
Freelance |
Producer |
| Maximiliaan Dierckx |
Freelance |
DOP Lighting Cameraman |
| Gedeon De Pauw |
Freelance |
Sound Engineer |
| Maarten Vanvooren |
Visual Creations |
Post Production |
| Sophie Goossens |
Make Lemonade |
Production Manager |
The Campaign
The first week of October 2014 a press release was sent out and a trailer of the documentary was released on TV and social media. Novastar was invited by numerous Belgian radio stations to talk about the film. On Sunday night October 5th, the film was broadcasted in National quality television station Canvas in their Sunday night music slot ‘Headliners’. Two weeks later trendsetting magazine HUMO pushed the documentary online to all its subscribers.
- The film received wide media attention and was talked about across many channels.
- Trendsetting Belgian magazine HUMO pushed the film online to all its readers.
- After the TV broadcast, Inside Outside climbed overnight from a sub-200 ranking into the iTunes top 50.
This case is appropriate to Branded Content& Entertainment because we developed a branded content piece in its purest form. Warner Music asked us to come up with a viral stunt for the new Novastar album. But when we listened to the record and talked with the artist, we felt that telling the rich and fascinating story behind the highly crafted album would be a better idea. We proposed to retrace the making of the album in a documentary that at the same time introduces the songs to the viewers in a respectful way. We convinced Belgium’s National quality TV station Canvas to co-produce the film and air it in their Sunday night music slot.