Henvertising by Graffiti BBDO Bucharest for 4 Proof Film

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Henvertising

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Industry Publishing, streaming & media
Media Digital, Interactive & Mobile, Case study
Market Romania
Agency Graffiti BBDO Bucharest
Creative Director Vlad Lazar, Alexandru Strimbeanu
Producer Sever Petrovici
Released May 2013

Credits & Description

A campaign by Graffiti BBDO Bucharest to promote the "Domestic" movie.
Category: Publications & media
URL: http://www.domesticthemovie.ro/
Client: 4 Proof Film
Agency: Graffiti BBDO Bucharest
Production: Graffiti BBDO
Country: Romania
Creative Director: Vlad Lazar
Creative Director: Alexandru Strimbeanu
Art Director / Copywriter: Ovidiu Hodorogea
Producer: sever petrovici
Head of Art: bob toma
Account Director: Ada Teslaru
Print Producer: Madalina Simionescu
Mircea Olteanu
We had to convince moviegoers to see the Romanian movie called DOMESTIC directed by Adrian Sitaru. The problem was that Romanian movies are almost exclusively promoted for their prestigious international awards, and this movie didn't have any. But that was OK. Because this wasn't the artsy boring kind of movie that would make you fall asleep in the cinema. We just had to find a way of making regular people understand that DOMESTIC is a surprising and fun dark comedy that they would enjoy. So, we decided to build our campaign around a single surprising and funny scene from the movie, the scene in which a little girl cuts off a hen's head to show her father that she's not as big a chicken as he is.

Execution
Building on the idea that Domestic is a surprising dark comedy, we surprised potential ticket buyers by taking the most memorable scene from the movie and promoting it in supermarkets on frozen chickens. The sticker worked as a teaser that invited people to go to the cinema and find out what role the dead chicken played in the movie. We also included a special URL (www.ceapatitgaina.ro), used only for this media, that would redirect the supermarket buyers to the movie's website (www.domesticthemovie.ro).

Effectiveness
We distributed the stickers in 77 supermarkets all over the country and, according to the Romanian Box Office, DOMESTIC had more than three times the viewers of any other Romanian movie without international awards. And by the second week we already managed to surpass the total number of viewers of the previous two features directed by Adrian Sitaru combined.