International Documentary Festival Amsterdam (idfa) Promo, Case study TRAILER by TBWA\Neboko Amsterdam

TRAILER

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Netherlands
Agency TBWA\Neboko Amsterdam
Director Mike Van Diem
Art Director Matthijs Van Wensveen
Designer Georgina Vieane
Producer Juri Keuter, Bas Pinkse
Photographer Krijn Van Noordwijk
Editor Chiel Muller
Released October 2010

Credits & Description

Category: Best Use of Screens
Advertiser: INTERNATIONAL DOCUMENTARY FESTIVAL AMSTERDAM
Product/Service: DOCUMENTARIES
Agency: TBWA\NEBOKO
Date of First Appearance: Oct 21 2010
Entrant Company: TBWA\NEBOKO, Amsterdam, THE NETHERLANDS
Entry URL: http://www.xrayeyesthemovie.com/
Creative Managing Director: Bas Engels (TBWA \ Neboko)
Art Director: Matthijs van Wensveen (TBWA \ Neboko)
Designer: Georgina Vieane (TBWA \ Neboko)
Director: Mike van Diem (25FPS)
Photographer: Krijn van Noordwijk
Client Services Director: Valérie Dekeuwer (TBWA \ Neboko)
Account Manager: Martijn Pots (TBWA \ Neboko)
Agency Producer: Anne van Weezel (TBWA \ Neboko)
Agency Producer: Kiek Beljaars (TBWA \ Neboko)
Producer: Bas Pinkse (25FPS)
Producer: Juri Keuter (25FPS)
Director Of Photography: Edwin Verstegen (25FPS)
Editor: Chiel Muller (25FPS)
Planner: Joost Vianen (TBWA \ Neboko)
Media placement: Poster - Various Types Of Outdoor Media, Cinema - 21-10-2010
Media placement: Trailer - Cinema - 21-10-2010
Media placement: Website - Internet - 21-10-2010

Insights, Strategy & the Idea
IDFA is the biggest documentary festival in the world, and has been attracting a regular audience for years now. In order to get not just documentary lovers, but film lovers as well, excited about the IDFA Festival, we launched a "Hollywood Blockbuster" trailer in the campaign announcing the festival. The idea is based on the notion that film lovers attach extra value to films based on true stories. But ‘based on’ does not mean that the story actually transpired that way. And if you are really interested in true stories, wouldn’t you want to know what actually happened? At IDFA we tell you the true story.

Creative Execution
In the weeks before IDFA 2010 an unusual trailer was shown during the trailer block in Dutch cinemas. This trailer turned out to be an announcement for the IDFA Festival. This campaign was announced in the same way that a new film is launched. Through PR, outdoor advertisements, posters and banners on film sites and Hyves, we focused on X-Ray Eyes, the new film by Oscar winner Mike van Diem, starring Golden Calf winner Sylvia Hoeks. Mike van Diem’s production company sent out a press release and various media paid attention to the new film. Director Mike van Diem made a "trailer type" commercial starring Sylvia Hoeks.
We created a fake film site: www.xrayeyesthemovie.com where the trailer could be viewed and shared.

Results and Effectiveness
A 10% growth compared to 2009, and the festival was attended by a wider audience.