YOU CAN'T MAKE UP REALITY by TBWA\Neboko Amsterdam for International Documentary Festival Amsterdam (idfa)

YOU CAN'T MAKE UP REALITY

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Industry Shows, Events & Festivals
Media Design & Branding
Market Netherlands
Agency TBWA\Neboko Amsterdam
Designer Georgina Vieane
Photographer Bart Oomes, Paul Theunis
Released November 2010

Credits & Description

Category: Posters
Advertiser: IDFA
Product/Service: INTERNATIONAL DOCUMENTARY FESTIVAL AMSTERDAM
Agency: TBWA\NEBOKO
Date of First Appearance: Nov 8 2010
Entrant Company: TBWA\NEBOKO, Amsterdam, THE NETHERLANDS
Designer: Georgina Vieane (TBWA\NEBOKO)
Managing Creative Director: Bas Engels (TBWA\NEBOKO)
Client Services Director: Valérie Dekeuwer (TBWA\NEBOKO)
Account Manager: Martijn Pots (TBWA\NEBOKO)
Photographer: Paul Theunis (TBWA\NEBOKO)
Photographer: Bart Oomes (TBWA\NEBOKO)
Media placement: Poster Orange - Various Types Of Outdoor Media - 16-11-2010
Media placement: Poster Blue - Various Types Of Outdoor Media - 16-11-2010
Media placement: Poster Yellow - Various Types Of Outdoor Media - 16-11-2010
Media placement: Poster Green - Various Types Of Outdoor Media - 16-11-2010

Describe the brief from the client
The IDFA Festival must be announced each year. For a number of years now we have implemented a campaign based on the idea that reality can be more gripping than fiction. The theme of the campaign is: you can’t make up reality. Each year we attempt to reload this theme in a surprising and new way aimed at attracting a wider audience to the IDFA Festival.

Describe the challenges and key objectives
In 2008 the number of visitors levelled out, because the campaign did not reach the “average” film lover. The campaign "De werkelijkheid verzin je niet" (You can’t make up reality) attracted a wider audience to the IDFA Festival without alienating the regular visitors. The campaign also broke through the elitist and closed character of the IDFA.

Describe how you arrived at the final design
In earlier campaigns we used film reels; they are a metaphor for the documentary that makes you think, that you can learn from, and can change the way you look at certain things, you can’t make up reality. In the current poster we made four panels with four different types of people who represent the IDFA visitor.

Give some indication of how successful the outcome was in the market
2008 – 145,000 visitors
2009 – 165,000 visitors
2010 – 180,000 visitors