| Title | THE ISOLATED CINEMA |
| Brand | GOTHENBURG FILM FESTIVAL |
| Product/Service | FILM FESTIVAL |
| Category |
A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Entrant
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STENDAHLS Gothenburg, SWEDEN
|
|
Idea Creation
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STENDAHLS Gothenburg, SWEDEN
|
|
PR
|
STENDAHLS Gothenburg, SWEDEN
|
|
Production
|
STENDAHLS Gothenburg, SWEDEN
|
Credits
| Eva Råberg |
Stendahls |
Agency |
| Alexander Skoglund |
Stendahls |
Agency |
| Martin Cedergren |
Stendahls |
Agency |
| Peter Ohlsson |
Stendahls |
Agency |
| Ruben Widin Dahlström |
Stendahls |
Agency |
| Daniel Fasth |
Stendahls |
Agency |
| John Boisen |
Is This It & Tussilago |
Production Company |
| Björn Fävremark |
Is This It & Tussilago |
Production Company |
| Robert Danielsson |
Is This It & Tussilago |
Production Company |
| Theo Gabay |
Is This It & Tussilago |
Production Company |
| Julia Forssell |
Is This It & Tussilago |
Production Company |
| Fredrik Sellergren |
Is This It & Tussilago |
Production Company |
| Hannes Johansson |
Is This It & Tussilago |
Production Company |
| Adam Hinsch |
Is This It & Tussilago |
Production Company |
| Jonas Gramming |
Is This It & Tussilago |
Production Company |
| Marcus Holst |
Is This It & Tussilago |
Production Company |
| Eric Ljunglöf |
Is This It & Tussilago |
Production Company |
| Jakob Sundström |
Is This It & Tussilago |
Production Company |
| Andreas Mellkvist |
Is This It & Tussilago |
Production Company |
| Karl Vestklev |
Studio Mint |
Production Company |
| Henrik Trygg |
Henrik Trygg |
Photographer |
| Annika Svahn |
Manifest PR |
PR Agency |
| Johanna Svantesson |
Manifest PR |
PR Agency |
| Karl Svedung |
Göteborg Film Festival |
Client |
| Andreas Degerhammar |
Göteborg Film Festival |
Client |
| Nanna Jamshidi |
Göteborg Film Festival |
Client |
| Anton Romanus |
Göteborg Film Festival |
Client |
| Linda Gester |
Göteborg Film Festival |
Client |
| Erik Toresson Hellqvist |
Göteborg Film Festival |
Client |
| Johanna Wingstrand |
Göteborg Film Festival |
Client |
| Jussi Öhrvall |
Göteborg Film Festival |
Client |
| Anton Apel Forsberg |
Studio Mint |
Production Company |
Why is this work relevant for PR?
When the global pandemic hit in 2020, the Gothenburg Film Festival was forced to close its theatres for the first time in over 40 years and let the festival go completely digital.
So how do you create awareness for yet another digital event when everything else is already digital? Including attracting international attention to the festival and be ranked as one of the top ten in the world?
Through inventive and non-traditional media channels, we were able to create ways for festival goers to engage with the campaign on every imaginable platform.
Background
Situation:
When the global pandemic hit in 2020, the Gothenburg Film Festival was forced to close its theatres for the first time in over 40 years and let the festival go completely digital.
Brief:
How do you create awareness for yet another digital event when everything else is already digital?
Objectives:
Avoid the festival going down, an incredibly challenging task during a pandemic.
Describe the creative idea (20% of vote)
Our PR strategy needed to target a broader audience than the usual festival goers. As the pandemic threatened the very existence of the festival, the strategy was activated on as large a canvas as possible to awaken media’s curiosity beyond the cultural verticals. In each of these, we then got massive repetitive exposure over 6 weeks in a row, globally.
Describe the PR strategy (30% of vote)
Our PR strategy needed to target a broader audience than the usual festival goers. As the pandemic threatened the very existence of the festival, the strategy was activated on as large a canvas as possible to awaken media’s curiosity beyond the cultural verticals. In each of these, we then got massive repetitive exposure over 6 weeks in a row, globally.
Describe the PR execution (20% of vote)
The hero location for the campaign is an isolated lighthouse called Pater Noster on the edge of an island archipelago, which is one of the most barren and windswept locations in the North Sea outside Sweden.
Out of more than 12,000 applicants from over 65 countries, the chosen one was Lisa, a film enthusiast from Skövde who has worked hard as an emergency nurse on the front line in the fight against Covid-19 during the past year.
Anyone could follow Lisa’s experiences on the island through a video diary published daily from her arrival 30 January until Lisa’s return on 6 February.
List the results (30% of vote)
With zero media budget, the festival run all-time record with 300 000 virtual festival visits. (108% above objective)
Over 3000 articles were published during the project, including CNN, BBC, New York Times, Hollywood Reporter, Fox News, People Magazine, Variety, The Economist, Al Jazeera, The Guardian – just to name a few. (3000% above objective)
MEDIA REACH (with zero media spend)
- 8.5 billion media impressions
- $84.8 million in earned media
(Source: Meltwater)
ENGAGEMENT
- 12 000 applications from 65 countries
- 300 000 virtual festival visits (all time high record)