| Title | THE MOVIE OF YOUR LIFE |
| Brand | KVIFF DISTRIBUTION |
| Product/Service | AEROFILMS, INTERNATIONAL FILM FESTIVAL KARLOVY VARY, CZECH TV |
| Category |
A01. Cinema & Theatrical: Fiction & Non-Fiction |
|
Entrant
|
AEROFILMS Prague, CZECH REPUBLIC
|
|
Idea Creation
|
OGILVY PRAGUE, CZECH REPUBLIC
|
Credits
| Eda Kauba |
Ogilvy Czech |
Creative Director |
| Samir Hauser |
Ogilvy Czech |
Copywriter, Idea maker |
Why is this work relevant for Entertainment?
The movie of your life. Phrase spreading in our mind before we die. You die, because you are old. You die, because your suffer from any kind of disease.
But can you die because of watching second-rate soap opera? Definitely you can! It is something completely awful and catastrophic so is it worth living? Just guess.
While watching movie presented by KVIFF distribution, you will see movie of your life. Furthemore, you do not need to die while watching it!
Background
KVIFF distribuion is the label which consists of three subject - Czech TV, International film festival Karlovy Vary and a movie distribution company. Every year they buy some less commercial, but more art movie, which they spread into their cinemas.
We were briefed for spot, which will truly define clear position of this label. Clear language, clear opinion and clear statement. That is why we came up with tagline "The movie of your life".
Describe the creative idea
Our patient wants to die better than watching second-rate soap opera. He suffers from watching it. He is neither old, nor ill, but he completely hates watching it. That is why he decides to kill himself.
But he does not need to die to watch movie of his life.
Describe the strategy
Disrupt. Clear language, clear opinion and clear statement. That is why we came up with tagline "The movie of your life".
Describe the execution
We have prepared two spots - 30" a 51" version.
First one is for TV and on-line, the second is used in cinemas and on-line. It's been a tough journey to reach the end - approximately 6 months.
Describe the outcome
Spots will be launched in the end of October and beginning of November 2018, so now it is hard to predict the reach.