Advertiser: BROOKLYN FILM FESTIVAL
Agency: TBWA\CHIAT\DAY
Category: Best Use of Other Digital Media in a Promotional Campaign
Advertising campaign: FILM CODES
Lead Digital Technologist: Dima Farer (TBWA\chiat\day/New York)
Art Director: Deniz Marlali (TBWA\chiat\day/New York)
Senior Print Producer: Joni Adams (TBWA\chiat\day/New York)
Creative Director: James Cheung (TBWA\chiat\day/New York)
Art Buyer: Katie Johnson (TBWA\chiat\day/New York)
Chairman/Chief Creative Officer: Mark Figliulo (TBWA\chiat\day/New York)
Copywriter: Linda Yang (TBWA\chiat\day/New York)
Mixer: Tom Jucarone (Sound Lounge)
Producer: Victoria Mckillop (Framestore)
Print Director: Evan Curren (TBWA\chiat\day/New York)
Effects Supervisor: Marc Smith (Framestore)
Software Developer: Melvyn Laily
Executive Producer: Ozzie Spenningsby (TBWA\chiat\day/New York)
Account Director: Raphael Bouquillon (TBWA\chiat\day/New York)
Account Director: Belinda Drew (TBWA\chiat\day/New York)
Visual Effects: James Razzall (Framestore)
Editor: Sonejuhi Sinha (Final Cut)
Client Brief Or Objective
Brooklyn Film Festival tasked us to drive festival awareness and ticket sales aheadof their launch in May 2013.
Relevancy
Our campaign, “Expand Your View” encouraged our audience to see films througha different lens, which is the principal goal of the Festival itself. In addition, ourcreative execution, “film codes”, helped PR the festival on multiple levels bycreating interest around individual films and film-makers who were in it.
Outcome
Our film codes not only helped our audience appreciate the uniqueness ofeach film, they helped them to engage with film in a way they had never donebefore. After scanning, people could watch the trailer of the film each film codewas compressed from. And after watching, they were directed to BrooklynFilm Festival’s website where they could buy tickets. Ultimately, our audiencewas exposed to new ideas and different perspectives that helped them to seeindependent film and the festival differently.
Implementation
To help Brooklyn Film Festival and it’s films stand apart from larger film festivals,we created a technology that took every scene of a film and compressed it intoa single film code. When people scanned this film code, they could watch thetrailer of the film it was compressed from. We repeated this process for each ofthe festival’s featured films. Ultimately, these film codes drove traffic to each ofBrooklyn Film Festival’s featured trailers and ultimately, to the festival’s websitewhere tickets were purchased.