Thursday | 22. May. 2014
Pula Film Festival advertising campaign awarded
The winners of the IdeaX and Mixx competitions were announced at the recently finished Days of Communications in Rovinj on 16 May, 2014. Among others, the award was granted to the Pula Film Festival as the client and the Sonda agency as the creator of the campaign “Make a Wish“ that marked the festival’s 60th birthday. The advertising campaign was awarded in the category “Tourism, Culture and Free Time”. The decision was made by a jury composed of 10 marketing experts and creative artists selecting the best campaigns among 123 submitted works.
The “Make a Wish” action marked the 60th anniversary of the national Pula Film Festival. In the course of the previous 60 years the Arena had hosted a number of directors, actors, producers, presidents, and even countries. However, the one thing that had been constant is the loyalty of the audience that packs the Arena to the rafters during film screenings. That is the reason why the management of the festival had decided to dedicate the festival’s 60th birthday to the audience. An easy fold transportable wish box travelled around Croatia from March to July 2013 visiting five Croatian cities and occupying 15 different locations.
A virtual birthday cake application was installed inside the box. The visitors could make and realize their wishes blowing virtual candles on the cake. The candle blower was photographed and the photograph was stored on the festival’s web site specifically designed for that purpose. One could then go through the photographs, share them via e-mail or public networks, and vote for their favourites. The wishes were later made eternal by being included in the promotional material of the 60th festival.
More than 10,000 people were photographed in just one box, which means that more people than twice the capacity of the Arena passed through two square metres. The project enabled the entire country to celebrate national film festival’s birthday and thus contributed to reaching the impressive numbers of 71,000 visitors, 79,000 web site visits and 768 media releases.
