THEY DIDN´T BELIEVE

ClientSME
Category A03. Fiction & Non-Fiction Films Over 30 minutes
TitleTHEY DIDN´T BELIEVE
Product/ServiceSME
Entrant ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Production SHAKAZULU FILMS Bratislava, SLOVAK REPUBLIC
Credits
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.