Title	THEY DIDN´T BELIEVE
Brand	SME
Product/Service	SME
Category	A03. Fiction & Non-Fiction Films Over 30 minutes
Entrant	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Production	SHAKAZULU FILMS Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Peter Darovec	Istropolitana Advertising s.r.o.	Creative Director
Branislav Bezák	Istropolitana Advertising s.r.o.	Creative Director
Naďa Lukáčiková	Istropolitana Advertising	Art Director
Zuzana Kyppo	Istropolitana Advertising	Art Director
Lucia Kašová	SHAKAZULU FILMS	Director
Martin Jurči	SHAKAZULU FILMS	Director Of Photography
Petra Lukáčová	Istropolitana Advertising	Account Director
Lenka Michalková	Istropolitana Advertising	Account Manager
Anna Rumanová	SHAKAZULU FILMS	Producer

Why is this work relevant for Entertainment?

We Didn't Believe goes beyond advertising and it works as a documentary movie.

Background

Situation: SME is a traditional newspaper that played an important role in Slovakia's fight for democracy. However, it is popular among the older generation and now it has to face challanges with alternative media that spread conspiracy theory. Brief: To prepare an image campaign that would show SME as a true and ethical newspaper. Objectives: To confront SME with alternative media.

Describe the creative idea

The idea was to invite people who belived that SME fabricates stories into the newsroom to show how the newspaper works.

Describe the strategy

In order to demonstrate the independence of the newspaper, the movie was in hands of independent documentary makers who produced the movie without comments from the newspaper.

Describe the execution

The movie was shot within 2 months. Afterwards the campaign for the movie aired that promoted the movie: - TV ad - Online ad for the movie - Radio ad - Podcast of SME newspaper - Banners - Social

Describe the outcome

The movie had 50 000 views without sponsoring, although the movie is nearly 1 hour long.