Awards campaign
Client: Cercamon, Territory: International, Year: 2022
A traumatic event creates a rift in the family’s everyday life. Their lives fundamentally change, as if they are waging a war invisible to everyone else. The source of the story is autobiographical, it is addressed in the film and highlighted by the fact that the author/director plays himself.
SAFE PLACE had already won top prizes in Locarno and Sarajevo and had been selected to represent Croatia for the Oscars when the film’s sales agent Cercamon approached us for an awards campaign.
We started posting in November 2022 and created 14 posts on Instagram and Facebook. We also took advantage of the director’s presence in Cottbus near Berlin to shoot original interviews with him.
Shinji Manlangit
Project Manager
SAFE PLACE QUOTE 1.mp4
SAFE PLACE MOOD 3_v2.mp4
SAFE PLACE_Interview 3.mp4
The strategy
The first angle of the campaign was to highlight the good reactions to the film, from users on Twitter and Letterboxd, from positive reviews and from festival jury statements.
The dialogue is very strong in SAFE PLACE, so we also produced videos with quotes from the film in square format. Those videos ended with a statement underlining how family is a safe place, one of the key messages of the film.
To avoid making the campaign too dark by mentioning the suicide of one of the protagonists, we rather decided to position the film as a heart-warming drama.
SAFE PLACE MOOD 1.mp4
The highlights
This is one of the first campaigns for which we used swipe-through carousels, in which a scene continues from one image to the next. Those carousels looked great and got very positive reactions.
The filmmaker interview was also a good addition to the campaign, we know how much positioning a director is essential for academy voters.
SAFE PLACE_Motion Poster.mp4
