Title	PA & PI ARE BACK_PR
Brand	EKOTOPFILM
Product/Service	INTERNATIONAL FESTIVAL OF SUSTAINABLE DEVELOPMENT FILMS
Category	G06. Breakthrough on a Budget
Entrant	EFFE Bratislava, SLOVAK REPUBLIC
Idea Creation	EFFE Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Daniel Abrahám	Effectivity POWERED BY PUBLICIS	Producer
Tomáš Balák	Decca Tree Studio	Sound Design Arrangement
Michal Balla	TRU KRU	Art Director
Štefan Hellvis Klučka	Effectivity POWERED BY PUBLICIS	Art Director
Zuzana Kováčiková	Effectivity POWERED BY PUBLICIS	Account Manager
Katarína Noskajová	Effectivity POWERED BY PUBLICIS	Copywriter
Denisa Pajkošová	Effectivity POWERED BY PUBLICIS	Art Director
Soňa Podstupková	Effectivity POWERED BY PUBLICIS	Copywriter
Peter Rajčák	Effectivity POWERED BY PUBLICIS	Creative Director
Zuzana Sedlák	Effectivity POWERED BY PUBLICIS	Art Director

Why is this work relevant for PR?

It's the story of how a small press release about the remake of a popular fairy tale incited an unprecedented response. And it was able to replace the entire integrated campaign.

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 (20% 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 PR strategy (30% 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 PR execution (20% of vote)

Strong and effective! The cooperation with Slovak Television allowed us to use their own media space - including Slovak Television News, Social Media or website with huge impact.

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.