36th Istanbul Film Festival
Agency: TBWA\Istanbul Role: Senior Copywriter
Nothing can beat the cinema experience
After the success of featuring film lovers with tattoos, Istanbul Film Festival organisers asked us to create another campaign by targeting Gen Z.
We came up with an idea to create a clear message that served as a call to action for all movie fans: "Just take a break from your small screens, and lift up your heads. The big screen is waiting for you."
We emphasised the unique experience of watching a film in a theatre by evoking the various disruptions encountered while watching a movie on a phone, tv or laptop. We created an entertaining film and adapted the main idea into various media from OOH advertising and Instagram Stories to troll videos and street stickers.
This campaign became one of the first mixed-media advertising campaigns in Turkey and young film enthusiasts were particularly engaged with it. The Turkish youth mimicked our ‘Lift your head up’ message on their social media posts, journalists raved about the campaign, celebrities supported our message on their accounts and more than 100,000 festival tickets were ultimately sold.
1 Kıpkırmızı (Grand Prix) Award, 1 Kırmızı Award / 2 Crystal Apple Award / 2 Silver Apple Award / 3 Bronze Apple Award / Effie Bronze Award
(Information about the whole campaign, including films, print, OOH, banners, theatre announcement, street stickers, festival branding, stories, preroll and troll videos.)