www.indielisboa.pt
ELIS ABE TTA PER CIVA TI Adv ertis ing Cam paig n Edit ion 2 014
Briefing
INTRODUCTION (Brand values, product, positioning on the market): The IndieLisboa is the main Indipendent Film Festival in Portugal with a national and internacional program everytime bigger. The inscriptions to the competition and the audience number increase every year. The Festival lives thanks to his founders and their passion for the Indipendent Films and their desire to share this passion.
The event run for 11 days at the end of April in different locations in Lisbon. It is an event that concentrete on 1st and 2nd work of the directors. In the 12th edition they have the necessity of improve the promotion of this Festival and of the general program. The Indie program is huge and is full of events in the event (festival, workshops, concerts,...)
MAIN COMPETITORS: Between the differents International Festivals, the “Fantasporto” is the main competitor cause is the oldest Festival. It has a difference with the IndieLisboa, cause has a specific theme (Fantasy) and the Indie hasn’t a specific theme.
Client: Festival Cinema Indie Brand: ProdutoIndie Lisboa
PROBLEM AND OPPORTUNITY: Many people think that the Indie is indipendent and strange and for this they lost the references that are used for appreciate the films. Having a strong personality and a growing notoriety the Festival visibility is growing in the national and international business and has conquered a space in this two business. Thanks to this visibility it has become a reference in the Film Festivals especially in the Indipendent ones.
Objective: Festival Advertising Campaign
WHO IS THE CAMPAIGN TARGET? TONE OF THE COMMUNICATION: People that love Cinema, but not just them. The main goal is to achieve the target of public that is not the regular IndieLisboa audience. The goal is to arouse curiosity and attract the audience that think that everything is Indie is too much strange and particular for be understood. Other goal is also to achieve the ones that don’t live in Lisbon, creating the habit of come in Lisbon for see the IndieLisboa Film Festival (the Festival run in the holidays). The tone have to be The tone should be bold, disruptive and creative, reflecting the Festival culture.
Briefing
PREMISE: It’s a Portuguese Festival, Indipendent, made with passion. ARGUMENTS / BENEFITS THAT SUPPORT THE MESSAGE: The film finds its art in the independent version. Without commercial purposes, Is art for art, cinema for cinema.
PARTS TO PRODUCE: Press and outdoor BUDGET: Cause is a Indipendent Festival that want to stay as far as possible from the commercial side, the budget is low. For that reason are required strong creative ideas that don’t force to make big productions.
Client: Festival Cinema Indie Brand: ProdutoIndie Lisboa Objective: Festival Advertising Campaign
Client: IndieLisboa is a film festival which lasts 11 days, running every year in Lisbon. The program is characterized by the production of long or short films, fiction, animated films, experimental and documentary films. Its main objective is the promotion and dissemination of national and international authors works to the general public and professionals of the sector. In addition to the cinema program, IndieLisboa organizes parallel activities, activities, events, lectures, conversations, among others, in order to guarantee the adhesion of the differents audiences Festival.
Client: Festival Cinema Indie Brand: ProdutoIndie Lisboa Objective: Festival Advertising Campaign
This event takes place into several Lisbon spaces / cultural venues, promoting urban dynamic either for cultural spaces or in audiences circulation. The main objectives of IndieLisboa are: encouraging the creation in the authorial cinema, potentiate the circulation of works and authors in the national and international territory and promote Portuguese cinema in the world, trying to approach the contemporary cinema universe to the do to the largest number of people – specialized and non-specialized audience, adults, children and young people. IndieLisboa is for excellence, the Cinema celebration. It is an international generalist Festival, with real stories for real people.
Client:
Client: Festival Cinema Indie Brand: ProdutoIndie Lisboa Objective: Festival Advertising Campaign
Adv 2014:
Older Adv:
Competitors: Abandon Normal Devices (AND) Film Festival 2011 in Liverpool
Competitors: Abandon Normal Devices (AND) Film Festival 2011 in Liverpool
Competitors: Abandon Normal Devices (AND) Film Festival 2011 in Liverpool
Competitors: Shamiana, Short Film Festival. 20th December, 2008
Creative Process:
The concept: Make a communication for all the public, not just the one that is used to go to that kind of Festival. Try to make understand to the main public that the film that go to an Indipendent Festival have not less value just cause they have not big studios and big productions. They have idea, style and soul, and a lot of hard work that give results good as the ones with great make up artists, set designers and big budget. A value of a film don’t depend just from that things. Express the value and the potencial and the force of the soul of the indipendent films.
Creative Process:
(First idea)
Take famous phrases of famous movies and make it “say” to ordinary people, persons of everyday that you can meet in the middle of the road. Let understand to the public that the strong of a “soul” is in his attitude, like a movie. You don’t need great make up artist and great set designers for act like Rossella O’Hara.
Creative Process:
(The phrases)
“I'll never let anyone put me in a cage” (Gone with the wind) “I'm going to make him a offer he can't refuse” (The Godfather) “I’m your father” (Star Wars) “You talkin' to me?"” (Taxi driver)
Creative Process:
(The text)
Headline: the movie phrases Body copy: They have great hairdresser, we have great ideas. They have great sets, we have great ideas. They have great costume designers, we have great ideas. Slogan: FESTIVAL CINEMA INDIE LISBOA. Great ideas are enough.
Creative Process:
(The photos)
http://www.mitchellkphotos.com/blog/2011/09/05/the-journey-through-spain-and-portugal/
Creative Process:
(First tentative)
“I'll never let anyone put me in a cage!” (Breakfast from Tiffany)
They have great hairdresser, we have great ideas. They have great sets, we have great ideas. They have great costume designers, we have great ideas. FESTIVAL CINEMA INDIE LISBOA. Great ideas are enough.
Creative Process:
(First tentative)
“I am your father.” (Star Wars)
They have great hairdresser, we have great ideas. They have great sets, we have great ideas. They have great costume designers, we have great ideas. FESTIVAL CINEMA INDIE LISBOA. Great ideas are enough.
Creative Process:
(First tentative)
“I am your father.” “aaa” (Star Wars) “You talkin' to me?"” (Taxi driver)
They have great hairdresser, we have great ideas. They have great sets, we have great ideas. They have great costume designers, we have great ideas. FESTIVAL CINEMA INDIE LISBOA. Great ideas are enough.
Creative Process:
(First tentative)
Luke, I’m your father”
he can't refuse.” (The Godfather)
They have great hairdresser, we have great ideas. They have great sets, we have great ideas. They have great costume designers, we have great ideas. FESTIVAL CINEMA INDIE LISBOA. Great ideas are enough.
Corrections:
Text: -Too many words -Better without bodycopy. -Renake the claim (it have to say all the things of the bodycopy but with less words).
Luke, I’m your father”
Photos: -Too much cruel, mantein a neorealistic style but with more happy photos.
he can't refuse.” (The Godfather)
Grapichs: -To improve. So...let’s go back to work again.
Find the right slogan: Luke, I’m your father”
he can't refuse.” (The Godfather)
Find the right slogan: Luke, I’m your father”
he can't refuse.” (The Godfather)
Find the right slogan: Luke, I’m your father”
he can't refuse.” (The Godfather)
Find the right slogan: Luke, I’m your father”
he can't refuse.” (The Godfather)
The final choice: Luke, I’m your father”
THE SOUL IS ENOUGH. he can't refuse.” (The Godfather)
The photos:
Luke, I’m your father”
he can't refuse.” (The Godfather)
“You talkin' to me?"” (Taxi driver)
The photos:
Luke, I’m your father”
he can't refuse.” (The Godfather)
“I'm going to make him a offer he can't refuse” (The Godfather)
The graphics:
Inspired into the spider’s web, as joke with the word web, like place where the people are linked and at the same time where human relations and informations crossed.
Luke, I’m your father”
he can't refuse.” (The Godfather)
www.indielisboa.pt
The color: GREEN. Means life, freedom, something active.
Outdoor:
Luke, I’m your father”
Mupi:
Luke, I’m your father”
Print:
Luke, I’m your father”
Simulations:
Luke, I’m your father”
Simulations:
Luke, I’m your father”
Simulations:
Luke, I’m your father”
. d n e e
Th
www.indielisboa.pt
ELIS ABE TTA PER CIVA TI Adv ertis ing Cam paig n Edit ion 2 014