Lidl Promo, Case study 42.195 KM by Arena Madrid

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42.195 KM

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market Spain
Agency Arena Madrid
Director Júlio Alves
Photographer Ricardo Costa
Released September 2012

Credits & Description

Category: Best use of Broadcast
Advertiser: LIDL & Cª
Product/Service: DOCUMENTARY
Featured By: Marie Buinen/Rosa Mota
Director: Julio Alves
Screenplayers: Julio Alves/Horario Puebla/Erick Rosa/Renato Lopes
Production Coordinator: Cristina Almeida
Music: Rodrigo Leão
Photographer: Ricardo Costa
Director Assistant: Marina Temudo
Sound: Rui Cunha
Edition: Paula Gonzalez
Production: Ricardo Almeida
Production: (Arena Madrid)
Executive Production: (Perfeitodromo)
Image Pos Production: (Bikini/)
Sound Pos Porduction/Production: Joana Ferreira (Indigo)
Sound Pos Producer: Miguel Lima
Image Material: (Mastershot)
Image Pos Production: (Celso Leite)
Production: Ana Miranda (Bikini)
Opening Credits: Marcelo Pallotta/Renato Lopes/Pedro Rolo/Ricardo Viana
Media placement: Cinema - Gulbenkian Foundation - 06/05/2010

Summary of the Campaign
After the start of Project Viva, an initiative to help build artesian water wells in Guine Bissau, renowned documentarist Júlio Alves went to Guine to document the women's marathons to reach water. On his way back he filmed the routine of the greatest female marathonist of the 20th century, Rosa Mota. This documentary is a parallel of these lives. Of two women. Two marathons. One to survive. The other for glory. It has been used as a educational film and as a PR vehicle for the cause. Lidl, the German supermarket chain sponsored the production of the documentary.

The Situation
It's almost impossible to convey the actual realities faced by the women of Guiné. Even if you write about it, one cannot imagine or grasp what really happens there. One thing is to say, the other is to show and compare with our lives. That puts everything in perspective. And helps people not just understand but believe in the project and see where their donation is really going.

The Goal
To educate, inform and most importantly, inspire people. This documentary gave Project Viva a second life, for it gave people something to cheer for. Once you saw the documentary it was all but impossible not to understand the reality of the women of Guiné. And the fact that we were able to have a parallel draw with the one of the greatest marathon runners of all time, brought this to a new level.

The Strategy
After the documentary was completed, and Project Viva was launched, we set up a premiere showing with very exclusive guests: the Guiné Bissau representatives, opinion makers, journalists and Lidl, the company which not only sponsored Project Viva, but also produced this documentary to help make this cause one not to forget. It has since been shown at festivals, cinema and to corporate audiences to raise the awareness to this region in Africa.

A team travelled to Guiné Bissau and filmed the lives of the women for one week. Literally living with the villagers and experiencing their daily marathons. And on the way back, followed Rosa Mota in Portugal for about two weeks. This documentary is a result of the lives of these two women. At the very end of the film, they both meet and celebrate their lives, and Project Viva.

Documented Results
It has won honorable mention at the Extrema Doc Festival, has been selected to other Film and documentary festivals and has been featured at the Lisbon Cinemateca. Furthermore it has been shown as an educational tool at corporate events and has been made available for educational purposes at schools. This documentary helped even more the cause started by Project Viva. And is part of the reason that the people of Guiné Bissau are close to reaching their goal of artesian wells built.