LOOK WHAT YOU DID / INTO FILM
Objective: Create a compelling campaign for the Into Film charity to highlight the devastating consequences of piracy in a manner that resonates with children.
Strategy: Translate the complex issue of film piracy into a relatable and emotionally impactful concept that children can understand, ensuring the campaign is on-brand, timely, and within budget.
Execution:
Concept Development: Partnered with a production company to develop an emotive narrative that likens film piracy to parents watching a home video on an iPad before the children could premiere it at their lovingly constructed Cinema Paradiso-style home cinema.
Production Oversight: Oversaw the entire production process, ensuring the campaign aligned with client expectations and brand guidelines.
Creative Direction: Directed the creation of the campaign, ensuring the tone was appropriate for the target audience of children while effectively communicating the message.
Campaign Delivery: Managed the project to ensure delivery on time and within budget.
Results:
Client Praise: The campaign received high praise from the Into Film charity for its creativity and emotional impact.
Industry Recognition: Featured as Ads of Brands’ Ad of the Day, highlighting its effectiveness and appeal.
KPI Highlights:
Brand Alignment: Achieved 100% alignment with client brand guidelines and expectations.
On-Time Delivery: Successfully delivered the campaign within the established timeline.
Budget Adherence: Completed the project on budget, demonstrating effective resource management.
By crafting an emotionally resonant and relatable anti-piracy campaign for children, we successfully communicated the serious consequences of film piracy, earning praise from the client and industry recognition while ensuring alignment with brand expectations and project constraints.