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MOVIE IS NOT WITHOUT QUESTIONS

MOVIE IS NOT WITHOUT QUESTIONS

Communication strategy and advertising campaign of the 49th Kyiv International Film Festival "Molodist"

Communication strategy and advertising campaign of the 49th Kyiv International Film Festival "Molodist"

What is "Youth"?

Molodist Film Festival is the first international film festival on the territory of Ukraine, which has been operating since 1970. Since 1991, the festival has been accredited by FIAPF (International Federation of Film Producers Associations) in the specialization of debut and student cinema. The competition program presents professional films of debutants from more than 70 countries of the world. The film festival debuted the following famous directors: Fred Kelemen, Tom Tykver, Francois Ozon, Alexei Balabanov, Stephen Doldry, Danny Boyle and many other famous personalities from the field of cinema. The main task of the festival is to enable young talents to take their rightful place in the global film industry. And our main task was to create a new key idea of the film festival, the main message and, perhaps, the largest advertising campaign in the history of Molodist.

What is "Youth"?

Molodist Film Festival is the first international film festival on the territory of Ukraine, which has been operating since 1970. Since 1991, the festival has been accredited by FIAPF (International Federation of Film Producers Associations) in the specialization of debut and student cinema. The competition program presents professional films of debutants from more than 70 countries of the world. The film festival debuted the following famous directors: Fred Kelemen, Tom Tykver, Francois Ozon, Alexei Balabanov, Stephen Doldry, Danny Boyle and many other famous personalities from the field of cinema. The main task of the festival is to enable young talents to take their rightful place in the global film industry. And our main task was to create a new key idea of the film festival, the main message and, perhaps, the largest advertising campaign in the history of Molodist.

Update the key idea of the festival. What is post-festival syndrome?

During its existence, the festival constantly communicated with the audience, but mainly in the language of the paintings on it. However, there is now an understanding of the need to rethink communication and create a holistic idea for the interaction between the festival and people. We started with a brand session with the festival team, where at about seven o'clock the collective storm realized that Molodist is a cultural guardian for its main audience. A wise and respected brand that has already figured out the world of author's cinema and now helps to understand others. Meanwhile, the films of the festival are like delicacies for the mind, which are necessary for everyone who seeks to expand cultural horizons, improve and discover something new in themselves and the environment.

Then, having talked more closely with people, we realized what exactly the main difference between author's films and "popcorn-cultural" films is for them. "Popcorn-cultural" films leave after watching a superficial range of sensations: liked, disliked or a kind of cinema. There are new questions, new guesses, new emotions, new understanding. This could be called reflection, but we called it "postfestable syndrome."

People do not come out after a session of author's cinema with a clear understanding of what they saw. They come out with a bunch of questions in their heads and try to understand what it was, why it is and how to understand it. These questions accompany the audience for a long time, and this is the main value of the festival. Thus was born a new strategic idea of "Molodist" – CINEMA IS NOT WITHOUT QUESTIONS.

Update the key idea of the festival. What is post-festival syndrome?

During its existence, the festival constantly communicated with the audience, but mainly in the language of the paintings on it. However, there is now an understanding of the need to rethink communication and create a holistic idea for the interaction between the festival and people. We started with a brand session with the festival team, where at about seven o'clock the collective storm realized that Molodist is a cultural guardian for its main audience. A wise and respected brand that has already figured out the world of author's cinema and now helps to understand others. Meanwhile, the films of the festival are like delicacies for the mind, which are necessary for everyone who seeks to expand cultural horizons, improve and discover something new in themselves and the environment.

Then, having talked more closely with people, we realized what exactly the main difference between author's films and "popcorn-cultural" films is for them. "Popcorn-cultural" films leave after watching a superficial range of sensations: liked, disliked or a kind of cinema. There are new questions, new guesses, new emotions, new understanding. This could be called reflection, but we called it "postfestable syndrome."

People do not come out after a session of author's cinema with a clear understanding of what they saw. They come out with a bunch of questions in their heads and try to understand what it was, why it is and how to understand it. These questions accompany the audience for a long time, and this is the main value of the festival. Thus was born a new strategic idea of "Molodist" – CINEMA IS NOT WITHOUT QUESTIONS.

The key message and slogan turned into ideas for various communication channels: videos for TV and digital, boards, radio and even sticker packs. In the main videos, we told and showed a part of the same "postfestival" syndrome. A condition that everyone experiences in their own way. Thoughts that catch up with us and sometimes turn into instant noise, expressions of our faces during new reflections, and the same reflections...

The key message and slogan turned into ideas for various communication channels: videos for TV and digital, boards, radio and even sticker packs. In the main videos, we told and showed a part of the same "postfestival" syndrome. A condition that everyone experiences in their own way. Thoughts that catch up with us and sometimes turn into instant noise, expressions of our faces during new reflections, and the same reflections...

As the idea for the videos is very voluminous in terms of visual and audio content, it easily decomposed into radio commercials, which turned out to be very noticeable on the air and was recorded on the boards.

As the idea for the videos is very voluminous in terms of visual and audio content, it easily decomposed into radio commercials, which turned out to be very noticeable on the air and was recorded on the boards.

We made sticker packs in two formats, one of which is modular and can interact with any context (even with itself). Another simply and funny conveys the main idea and can easily help in communication. Especially when little is clear, but you have to answer.

We made sticker packs in two formats, one of which is modular and can interact with any context (even with itself). Another simply and funny conveys the main idea and can easily help in communication. Especially when little is clear, but you have to answer.

Campaign results:

+ 71% of the young audience of festival visitors

40,000 festival visitors and 7,000 visitors online

Campaign results:

+ 71% of the young audience of festival visitors

40,000 festival visitors and 7,000 visitors online

"The film festival has a big and quite rich history, great gains, great status. But there is no central idea, neither for the consumer audience, nor for the industry audience, nor for the industry as a whole. IAMIDEA strategically approached the creation of the idea. Completely reimagined the brand image, which was formed over the years of the festival and repositioned it under a new tone of voice to the young audience of consumers, so that the film festival became closer to them. The agency did not become a simple contractor, but became part of a team that can help at any time, but also good friends with whom you can and not only work. »

Dmitriy Onisovich
General Producer, Molodist' KIFF

Molodist' KIFF

General Producer – Dmytro Onisovych

Project manager – Elizaveta Wittmanska

PR manager – Maria Mozharovska

I am IDEA

Creative Director – Igor Finaskin

Strategy Director – Aram Simonyan

Guest Art Director – Yuriy Kuznetsov

Junior Art Director – Yulia Didchenko

Copywriter – Dima Gorbenko

Molodist' KIFF

General Producer – Dmytro Onisovych

Project manager – Elizaveta Wittmanska

PR manager – Maria Mozharovska

I am IDEA

Creative Director – Igor Finaskin

Strategy Director – Aram Simonyan

Guest Art Director – Yuriy Kuznetsov

Junior Art Director – Yulia Didchenko

Copywriter – Dima Gorbenko

Design and Branding

Designer – Oksana Chernichenko

Adje' Prodburo

Director – Yuriy Kuznetsov

DOP – Ilya Maksimenko

1st AD – Anastasia Sovyak-Krukovskaya

Producer – Nikita Kukoba

Assystent producer – Natalia Bereza

Production designer – Oleksiy Ischuk

Production menjer – Andrey Naumchuk

Motor control service – JetOne (Julian Ulybin, Stas Brodetsky)

Focus Puller by Vlad Dobryk

Gafer by Mykola Blavsky

Casting – Easy Casting Agency

Stylists – weRelease studio

Grimer – Olena Dotsenko

Playback by Alexander Sofyn (DiPlay)

Backstage photo by Ira Suldina

Lokeishn service – Oleksiy Gordiychuk

Sound by Alexander Pustarnakov, Propeller

Post-production producer – Natalia Bereza

Editing by Mykhailo Khodak

Colorist – Yerlan Tanayev

Post-production – Camaradas

Design and Branding

Designer – Oksana Chernichenko

Adje' Prodburo

Director – Yuriy Kuznetsov

DOP – Ilya Maksimenko

1st AD – Anastasia Sovyak-Krukovskaya

Producer – Nikita Kukoba

Assystent producer – Natalia Bereza

Production designer – Oleksiy Ischuk

Production menjer – Andrey Naumchuk

Motor control service – JetOne (Julian Ulybin, Stas Brodetsky)

Focus Puller by Vlad Dobryk

Gafer by Mykola Blavsky

Casting – Easy Casting Agency

Stylists – weRelease studio

Grimer – Olena Dotsenko

Playback by Alexander Sofyn (DiPlay)

Backstage photo by Ira Suldina

Lokeishn service – Oleksiy Gordiychuk

Sound by Alexander Pustarnakov, Propeller

Post-production producer – Natalia Bereza

Editing by Mykhailo Khodak

Colorist – Yerlan Tanayev

Post-production – Camaradas