Title	PLANTS THAT CHOOSE MOVIES
Brand	CARAMEL FILMS
Product/Service	FILM DISTRIBUTOR
Category	C06. Publications & Media
Entrant Company	FCB SPAIN Madrid, SPAIN
Advertising Agency	FCB SPAIN Madrid, SPAIN
Production Company	ALBINAÑA FILMS Madrid, SPAIN

Name	Company	Position
Pedro Soler	FCB Spain	Executive Creative Director
Alfredo Vaz	FCB Spain	Creative Director
Eva Bedón	FCB Spain	Copywriter
Henar Sol	FCB Spain	Art Director
Carolina Torres	FCB Spain	Copywriter
Pepe Garcia	FCB Spain	Digital Strategy
Manuel López		Head of Strategy
Carlos Laínez	FCB Spain	Web developer
Miguel Iglesias	FCB Spain	Web developer
Antonio Van Ashe	FCB Spain	Content producer
Pablo Soler del Pozo		Film Editor
Kepa Vizcay	Albiñana Films	Producer
Sergi Piera	Albiñana Films	Film Director
Jacaranda	Jacaranda	Sound Studio
Booboo Music	Booboo Music	Music

The Brief

Big companies invest big money to promote their films, so it’s quite difficult for a small business to let people know about its upcoming films. That’s why a new way of promotion, innovative and original, was needed. Plants that choose movies helped people to know Caramel Films, a type of business that usually doesn’t do any kind of promotion, positioning on their minds the type of cinema they distribute: cinema that talks about life in a different way.

Campaign Success

Plants that choose movies is an experiment that counted on botanical experts and took place on the National Biotechnological Centre during 15 days. Three identical plants watching 3 movies for 24 hours. The video was screened a day before the The Farwell party premiere on the official Caramel Films channels. Also on the website designed ad hoc for the experiment, where the user could watch exclusive interviews with the film directors, worldwide known professor Stefano Mancuso statements, plus all the information related with the promoted movie, The Farewell party. Finally, it was screened on cinemas, and posters were displayed as well.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign spread organically on Facebook, Twitter and blogs, movie reviews increased, generating conversation around Caramel Films, the movie itself and the experiment. Curiosity made people want to watch the first movie chosen by a plant, and more than 7.500 viewers enjoyed the premiere. Associating Caramel Films’ positioning with a film distributor that cares about its films; films that talk about life in a different way. Quality films that can move a plant.

Explain why the method of promotion was most relevant to the product or service

It´s been said that plants grow when we talk to them. But, what happens when an actor does it? This interrogation, together with professor Stefano Mancuso studies, became our starting point to promote the next Caramel Films movie, a small film distributor. In a market controlled by big companies with huge budgets for premiers, Caramel Films had to come up with a notorious, creative and innovative action. That’s how the experiment Plants that choose movies began.Three identical plants watching 3 looped movies during two weeks. The movie that made a plant grow the most would be the chosen one. And that is how The Farewell party became the first movie chosen by a plant.