2011 Winners & Shortlists

Results and Effectiveness

• The campaign has a total of 121 stories submitted • Over the duration of the campaign, the microsite had a total of 51,957 visits • 1,661 Facebook fans in just one month. • On an average, 9,859 users were active on the page on a daily basis • Total Number of likes in the Competition - 5,304 • Total number of views in the competition - 15,635

Creative Execution

Rather than approaching a traditional creative agency we asked the students at the Academy to make their own ad. We then seeded the film across different movie and film enthusiast communities in the UAE. We also launched a Facebook page that sparked conversations about film-making and allowed people to share their opinions and ambitions. The final element to our campaign was a competition encouraging students and film enthusiasts to write a script – where you could win a 3-month film-making course at the Academy. All stories had the option of being shared and pushed to Facebook for increased engagement. We pushed the competition across different movie and film websites, and specified our targeting to reach the film community on the web.

Insights, Strategy and the Idea

• Objective & challenge: As part of the 2030 Vision, The New York Film Academy recently opened a branch in Abu Dhabi. We were asked to raise awareness of the Academy, to help it attract a new generation of local film makers in the UAE and nourish and inspire film talent in the UAE by offering them the opportunity to express their passion for movies and film making.