During the great winter happening in Göteborg – The Film Festival – a tent is raised to be used as a place where you can listen to talks, see performances and party to the music of great live bands. To bring audience to this Festival tent during Göteborg Film Festival we chose an unusual yet simple idea to build our campaign on – How to tent. The campaign was a part of the exhibition Twelve trails to the tent in Röhsska Museet between January 1 and Febuary 7.
Read what Foundthenfoundout and Pleasecopyme thought of the exhibition.
AD: Me, Lovisa Ahlman, Copy: Maria Backelund
Our idea is based on an unusual way of communicating the Festival tent’s range of entertainment – both to the usuals and to those who yet hasn’t discovered the tent. The programme is better than ever, the location is perfect – whats left is only to bring the people.
Our target group is vast, basically everyone who enjoys film. We are making the people of Göteborg aware of the Festival tent and making them aware that it’s not only for highbrows.
The campaign contains advertising posters, flyers, a survival kit, newspaper ads and guerilla. Film is often associated with lurid idioms, so to make our campaign pop we chose the opposite way – a stiff and minimalistic style. One part hands-on operating manual and the other part dazzling film fest awakens the curiosity of the viewer and brings out a smile that warms in the winter darkness.
Eurosize / Posters
Posters are put up on notice boards in central Göteborg, and larger eurosize posters can be seen on tram- and bus stops. They come in three different versions.
Newspaper ads
Same graphic style as the posters and flyers. They show the programme for the day. Copy: Today is a great day to tent
Give-away – Survival Kit
Contains what you need to “survive” the film fest. Popcorn for the right film feeling, a hand book that helps you mingle like a true film festival pro, eye drops that stimulates filmtired eyes, a breath mint that freshens you up, and makes you ready for a second day of tenting. These kits are being handed out in central Göteborg the day before the festival begins. Copy: Survival kit – for tenters
Survival Guide
Inside the kit there’s a Survival Guide that teaches you how to act in the tent. Click the image to download a PDF. (Only in Swedish)
Flyers
Flyers are available in areas where our target group is. We’re also collaborating with video retail shops, hi-fi stores etc. who puts these little folded flyers in their customers bags.
Guerilla
Making people find the tent is crucial. We accessorize city maps of Göteborg (often located near tram- and bus stops, in shopping malls etc.) with stickers that show where the tent is. It’s like the classic “You are here-dot” but with the implication “You should be here”.
Schoolwork: The Festival Tent of Göteborg Film Festival
During the great winter happening in Göteborg – The Film Festival – a tent is raised to be used as a place where you can listen to talks, see performances and party to the music of great live bands. To bring audience to this Festival tent during Göteborg Film Festival we chose an unusual yet simple idea to build our campaign on – How to tent. The campaign was a part of the exhibition Twelve trails to the tent in Röhsska Museet between January 1 and Febuary 7.
Read what Foundthenfoundout and Pleasecopyme thought of the exhibition.
AD: Me, Lovisa Ahlman, Copy: Maria Backelund
Our idea is based on an unusual way of communicating the Festival tent’s range of entertainment – both to the usuals and to those who yet hasn’t discovered the tent. The programme is better than ever, the location is perfect – whats left is only to bring the people.
Our target group is vast, basically everyone who enjoys film. We are making the people of Göteborg aware of the Festival tent and making them aware that it’s not only for highbrows.
The campaign contains advertising posters, flyers, a survival kit, newspaper ads and guerilla. Film is often associated with lurid idioms, so to make our campaign pop we chose the opposite way – a stiff and minimalistic style. One part hands-on operating manual and the other part dazzling film fest awakens the curiosity of the viewer and brings out a smile that warms in the winter darkness.
Eurosize / Posters
Posters are put up on notice boards in central Göteborg, and larger eurosize posters can be seen on tram- and bus stops. They come in three different versions.
Newspaper ads
Same graphic style as the posters and flyers. They show the programme for the day.
Copy: Today is a great day to tent
Give-away – Survival Kit
Contains what you need to “survive” the film fest. Popcorn for the right film feeling, a hand book that helps you mingle like a true film festival pro, eye drops that stimulates filmtired eyes, a breath mint that freshens you up, and makes you ready for a second day of tenting. These kits are being handed out in central Göteborg the day before the festival begins.
Copy: Survival kit – for tenters
Survival Guide
Inside the kit there’s a Survival Guide that teaches you how to act in the tent. Click the image to download a PDF. (Only in Swedish)
Flyers
Flyers are available in areas where our target group is. We’re also collaborating with video retail shops, hi-fi stores etc. who puts these little folded flyers in their customers bags.
Guerilla
Making people find the tent is crucial. We accessorize city maps of Göteborg (often located near tram- and bus stops, in shopping malls etc.) with stickers that show where the tent is. It’s like the classic “You are here-dot” but with the implication “You should be here”.