Short Film Festival: "NORTH BY NORTHWEST" Promo / PR Ad by Bassat Ogilvy

Category: Travel, Entertainment & Leisure
Advertiser: BARCELONA METROPOLITAN TRANSPORTS
Product/Service: SHORT FILM FESTIVAL
Agency: BASSAT OGILVY
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: BASSAT OGILVY, Barcelona, SPAIN
Executive Creative Director: Oscar Pla (Bassat Ogilvy)
Executive Creative Director: Camil Roca (Bassat Ogilvy)
Creative Director/Art Director: Francesc Talamino (Bassat Ogilvy)
Copywriter: Nacho Magro (Bassat Ogilvy)
Agency Producer: Jordi Guell. (Bassat Ogilvy)
Account Supervisor: Olaia Casal (Bassat Ogilvy)
Account Manager: Lourdes Llorens (Bassat Ogilvy)
Editor/Editing Company/Post Production: (Molinare)
Media placement: Tv Spot - Barcelona TV - 1 April 2009
Media placement: Tv Spot - canal metro - 3 April 2009
Media placement: Tv Spot - 8 tv - 4 April 2009

Results and Effectiveness
Visits to the website: 14,876 for an average length of 6 minutes. Participation: 152 Registered shorts Visitors: 8,500 visitors to the showings. The festival helped promote the TMB brand among its users: rejuvenating the brand while bolstering its links with culture and with the younger generation. Moreover, the festival being launched with this action it also became highly notorious among users: over 98% remembered and identified with the festival.

Creative Execution
In order to broadcast these spots, the television channel programming grid was used. In this manner, rather than starting the film broadcast by the channel, the spot started. By using real images granted by Warner Bros, the viewer thought that the film had begun and was unexpectedly taken by surprise: the First International Short Film Festival in the underground.

Insights, Strategy & the Idea
The objective: to make known and to promote participation in the First Short Film Festival in the Underground. Audience: young cinema fans and cinema students. Idea: the best moment to surprise the audience is while broadcasting, on television, to show some of the most important cinematographic references in history. By using films considered to be Cult: North by Northwest, Hitchcock; Barry Lyndon and Full Metal Jacket, Stanley Kubrick, and Gone with the Wind, it was possible to connect with the audience and, just when the movie was starting, something surprising happened – the announcement of the First Short Film Festival in the underground.