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
|
Credits
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.