Plants that choose movies is a promotion by itself.

It was developed to promote the latest Caramel Films: The Farewell party.

A distinctive and innovative promo action that caught people’s attention, different from what big companies usually do.

Film directors got involved too, so the content they generated, hosted on the web, helped on the diffusion.

The online video of the experiment, together with the website, the posters and its projection cinemas, helped to build conversation around the movie The Farewell party.

The campaign Plants that choose movies was communicated on the distributor’s online channels and on an interactive website.

The time lapse registered all the plant’s reactions, so users could make it grow.

They could also watch exclusive interviews with film directors Sharon Maymon and Tal Granit, or professor Stefano Mancuso, a worldwide known neurobiologist, as well as the experiment, the trailer and more information about the chosen film The Farewell party.

The campaign spread organically on Facebook, Twitter and blogs, movie reviews increased,

generating conversation around Caramel Films, the movie itself and the experiment.

Curiosity made people want to watch the first movie chosen by a plant,

and more than 7.500 viewers enjoyed the premiere.

Associating Caramel Films’ positioning with a film distributor that cares about its films;

films that talk about life in a different way.

Quality films that can move a plant.