Title	RUPTURALISM
Brand	LENOVO
Product/Service	MOTO X FORCE
Category	C02. Use of Social in a PR campaign
Entrant	BISTRO Prague, CZECH REPUBLIC
Idea Creation	BISTRO Prague, CZECH REPUBLIC
Media Placement	BISTRO Prague, CZECH REPUBLIC
PR	BISTRO Prague, CZECH REPUBLIC
Production	BISTRO Prague, CZECH REPUBLIC

Name	Company	Position
Pavel Flegl	Bistro	Creative Director
Ondrej Vatascin	Bistro	Account Director
Pavel Brucek	Bistro	Art Director
Jan Ridl	Bistro	Creative Director
Alexandra Michajlova	Bistro	Art Director
Tereza Stehlikova	Bistro Social	Social Manager

The Campaign

The very act of breaking the display is followed by emotions such as frustration, disappointment, sadness or hopelessness... and therefore every broken display carries its own special story. These emotions and the shared experience of a broken screen is what inspired us to develop a campaign promoting the new Lenovo flagship phone. We started with creating our buzzword RUPTURALISMUS. The name comes from the Latin term ruptura, which means “fracture”. We got together with a real academic painter to bring the shattered displays stories to life - this time painted on a large canvas. Rupturalismus became a name for the art movement we created. We made a documentary film and created a Facebook platform. The idea began to grow wider across social media and the Rupturalism phenomenon also created a large response in offline world. In the second part of our campaign Lenovo became a natural part of the campaign.

Execution

We joined up with a real academic painter to bring the stories of the shattered displays to life in large form on canvas. We started with three paintings. Each in the size of 90x160 cm - following the 16:9 screen size ratio. We shot a documentary film about our idea and the paintings and placed it on the Facebook. We played with the overall "artsy" tone of voice which became popular and also parodied amongst audience. The idea began to grow wider in the realm of social media. After three weeks we started the delicate unveiling where Lenovo became a natural part of the campaign. Everything kicked off with a dialogue between Lenovo and Rupturalism Facebook pages. Documentary film was followed by three mini-documentaries, each revealing the story hidden in broken display on canvas and offering an alternative to the the world of destroyed displays - the Moto X Force.

Although the campaign was originally intended only as a social media project, our new art movement Rupturalism also appeared on TV, radio and in all major Czech periodicals. People shared their own stories of broken displays on our Facebook page spontaneously. All paintings were sold to the private art collections. Rupturalism became a social phenomenon and more than 52% of Czech population was suddenly talking about it. Our campaign also influenced our academic painter, who has found a natural continuation of his work in Rupturalism. Now he is in cooperation with Lenovo preparing a big exhibition. With our campaign we changed the way people think. The campaign ended, but the phenomenon still lives on.

The Situation

We used social media as a starting point - as a platform which could naturally influence the other media and become an attractive topic for PR which can be conveyed and spread naturally. And this is exactly what happened. Our idea launched as a social media campaign but it has multiple times overcome its initial purpose. We kicked off the discussion in art/design oriented groups. General public joined the conversation rapidly through social media. Message about our campaign naturally appeared on radio, TV and in all big Czech periodicals. We created a social phenomenon that simply couldn't be overlooked.

The Strategy

We decided to create a new phenomenon. Something that could spread organically and would appeal to our sophisticated target group. We wanted to turn the negative emotion accompanying broken displays into something positive. We established a broken display as a topic in the society and offered the new Lenovo Moto X Force as a elegant alternative.