2011 Winners & Shortlists

Brief Explanation

The biggest challenge was coming up with a direction that would be appealing to people under the age of thirty without talking down to them. We had clear criteria or objectives in mind that we knew that our best direction would be able to meet. These included versatility, recognition, and aspiration. We compared all our directions based on these factors and picked out that fit them the best.

The Brief

The client, Cinemagic, wanted to promote a filmmaking competition called The Kuwait Young Film Contest. The idea behind the contest was to get young people interested in making films with the hope that this could help an independent film community emerge in Kuwait. The brief tasked us with developing material that would entice young people to submit their short films and direct them to the contests website where they could find out more information.

How the final design was conceived

n total we had three directions that could have worked as a solution to the challenge set up by the brief. One direction had young people inserted into epic movie situations, another had young people engaged in guerilla filmmaking, and the third had altered versions of iconic movie posters. We decided on the third direction by cycling through several options of all three concepts and comparing the end result with our criteria. We found that the movie posters idea was instantly recognizable, elastic enough to encompass a variety of movie tastes, and could be deeply aspirational.

Indication of how successful the outcome was in the market

According to the client they received a respectable amount of submissions for their contest. It will still take them time to reach their stated goal of a Kuwait film community, but this seems to be a step in the right direction. Another outcome of the campaign was that it sparked young people’s imaginations with many blogs and forums with ties to Kuwait hosting film poster altering contests of their own.