Cannes Lions
LEO BURNETT GROUP MANILA, Makati City / CULTURAL CENTER OF THE PHILIPPINES / 2016
Overview
Entries
Credits
Description
Before films were shown, an audio track was played in the darkness of the theater. It stirred various emotions from the audience as it pointed at several characters – imagined or otherwise – around them at that very moment. It elicited curiosity about a cute seatmate, animosity about the presence of one’s ex-lover, fear for a giant rat and dread for a ghost lady hanging on the ceiling. The rollercoaster of emotions were likened to the various emotions one experiences in watching a string of Cinemalaya short films.
Execution
The audio track was played before the screening of Cinemalaya short films as well as before full-length films in the other segments of the 2015 Cinemalaya Film Festival. This was implemented from August 8 to 11, 2015 at the various theaters of the Cultural Center of the Philippines.
Outcome
The campaign helped increase Film Festival pass purchases by 12% from previous year.
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