PA & PI ARE BACK

TitlePA & PI ARE BACK
BrandEKOTOPFILM
Category B01. Use of TV & Other Screens
Product/ServiceINTERNATIONAL FESTIVAL OF SUSTAINABLE DEVELOPMENT FILMS
Entrant EFFE Bratislava, SLOVAK REPUBLIC
Idea Creation EFFE Bratislava, SLOVAK REPUBLIC
Credits
Name Company Position
Peter Rajčák Effectivity POWERED BY PUBLICIS Creative Director
Katarína Noskajová Effectivity POWERED BY PUBLICIS Copywriter
Soňa Podstupková Effectivity POWERED BY PUBLICIS Copywriter
Zuzana Sedlák Effectivity POWERED BY PUBLICIS Art Director
Štefan Hellvis Klučka Effectivity POWERED BY PUBLICIS Art Director
Michal Balla TRU KRU Art Director
Zuzana Kováčiková Effectivity POWERED BY PUBLICIS Account Manager
Tomáš Balák Decca Tree Studio Sound Design Arrangement
Daniel Abrahám Effectivity POWERED BY PUBLICIS Producer
Denisa Pajkošová Effectivity POWERED BY PUBLICIS Art Director

Why is this work relevant for Media?

We uniquely used an existing fairy tale, broadcast on Slovak Television. By simply replacing the feature part, we have made the festival cinemas a part of the television program.

Background

The Film Festival EKOTOPFILM, based in Slovakia, is the oldest european festival of films about sustainable development. Year after year, it tries to attract people to come and see nice films about current nature and get very important environmental warnings. But... the average audience fits in only 1 cinema. So we decided to make a TV trap for a much bigger audience. In cooperation with Slovak Televison, we have announced a remake of popular slovak TV series from 80s called Pa and Pi. The popularity of this animated series in Slovakia reached the popularity of the famous movie E.T. The series was about two cat astronauts coming to the Planet Earth and discovering beautiful animals. Almost the whole series was animated, the parts about the animals were filmed. So what was the trap? We simply replaced the original footage with the films from EKOTOPFILM about the current state of nature.

Describe the creative idea / insights (30% of vote)

Let’s make Pa and Pi remake! If cat astronauts from our childhood returned today, what planet would they find? They would be shocked and probably fly away. Do we have a rocket like they do? Or better - will we change the planet or ourselves?

Describe the strategy (20% of vote)

Let’s make a big time TV trap! We knew how much response the remake of the popular fairy tale would evoke after 33 years. We attracted the people of productive age to a popular childhood fairy tale. To show them that the nature they remember is only a thing of the past.

Describe the execution (20% of vote)

Simple and effective! We just replaced the original footage with EKOTOPFILM films. Animated parts were kept and dubbed by original voice actors. Their voices should sound similar to how they sounded 33 years ago! The only new parts were the introduction and the message at the end.

List the results (30% of vote)

The remake of the loved fairy tale got a lot of media attention. Free Media Space: + 100.000 eur. People Meter:+ 200% Audience: from 1.000 to 130.000 people.