Title	POSITIVE FILM FESTIVAL
Brand	POSITIVE FILM FESTIVAL
Product/Service	FILM FESTIVAL
Category	A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant	SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Idea Creation	SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE

Name	Company	Position
Konstantin Schneider	Saatchi & Saatchi Ukraine	Creative Director
Oleksandr Lytvyn	Saatchi & Saatchi Ukraine	Designer
Mykola Kovalenko	Saatchi & Saatchi Ukraine	Head of Design Department
Anastasiia Churbanova	Saatchi & Saatchi Ukraine	Designer
Marina Valeyeva	Saatchi & Saatchi Ukraine	Account Director

The Campaign

The idea of corporate identity for the festival Positive Film Festival is based on the most memorable characters in the world of cinema. The main elements of design are little cartoony funny characters. Their smiles bring joy and positive. World needs more positive now and the ease that wanted to emphasize in the corporate style. Pleasant mix of colour added ease. It is immersed in an atmosphere of happiness that makes you want to jump and enjoy the life.

Creative Execution

• Design elements and their integration: The main elements of design are the most memorable characters in the world of cinema illustrated as little cartoony funny characters. • Design touch points: Smiles and positive colors. • Materials, style elements, design choices: poses of flying people, stretching their hands towards happiness. • Design development and process: All characters were craftily designed by our design department.

Indication of how successful the outcome was in the market

The festival was very positive and the number of films has increased by 340%.

• Brand relevance: during the times of total depress among all negative news people need just a tiny ray of positive light. • Choice of campaign elements: The main elements of design are little cartoony funny characters. Their smiles bring joy and positive. • Target audience (consumer demographic/individuals/organisations): people of all ages, but we mostly wanted to grab young and creative audience, core – 19-35 years old, big city dwellers who are “locomotives” of their communities and opinion leaders. • Approach: Pleasant mix of colour added ease. It is immersed in an atmosphere of happiness that makes you want to jump and enjoy the life.