RARE SHORT FILMS. NO RERUNS
Brand | OUTBOX |
Product/Service | INTERNATIONAL SHORT FILM FESTIVAL |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
Entrant Company
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LEO BURNETT BEIRUT, LEBANON
|
Advertising Agency
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LEO BURNETT BEIRUT, LEBANON
|
Media Agency
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STARCOM MEDIAVEST GROUP Beirut, LEBANON
|
Results and Effectiveness
We turned outbox from a small festival into a national event. Outbox received free media coverage Attendance went beyond expectations and increased from 1,000 people to reach 5,000 despite the films showing at the same time as the very popular euro 2012 tournament. The Lebanese caught the short film bug and outbox will have to find a bigger venue next year.
Creative Execution
The TVCs showed scenarios caricaturing people who missed out on an extraordinary sighting. We also took the message to one of the most crowded areas in Beirut with lots of traffic lights and engaged people with a rare sighting. We gave people an app to transform their facebook posts to rare sightings. All they had to do was choose what to show, pick a date and time of when it will appear, and share it. If your friends were lucky enough to catch it on their news feed during its showing time, they were in for a treat. Otherwise, tough luck!
Insights, Strategy and the Idea
Outbox, the international short film festival, plays rare short films you can’t find anywhere else. The festival has only managed to attract film students so far. We were asked to create a campaign to increase attendance this year & transform Outbox into an event for everyone. The problem is Lebanese are not exposed to short films and the general perception is that short films are more “artsy” than entertaining. So we wanted to make them feel they are missing out on a rare occasion to see something different.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Areej Mahmoud |
Leo Burnett Beirut |
Creative Director |
Rana Najjar |
Leo Burnett Beirut |
Associate Creative Director |
Grace Kassab |
Leo Burnett Beirut |
Copywriter |
Samer Souehid |
Leo Burnett Beirut |
Copywriter |
Emma Mouradian |
Leo Burnett Beirut |
Art Director |
Samer Shoueiry |
Leo Burnett Beirut |
Head Of Digital |