After awarding the creative mandate to Rediffusion Y&R, the Kolkata Film Festival gave the brief of communicating how cinema brings people closer and together. The agency then came up with a campaign idea ‘Cinema for All. All for Cinema’. The agency initiated a contest on the social media requesting people to share their very own pictures so as to be a part of the KIFF 2016, thus accounting all those received images the campaign creative has been created.
The 22nd Kolkata International Film Festival begins today (November 11) and will be on till November 18. Said Dhunji S Wadia, President – Rediffusion Y&R: “We have some really interesting campaign work coming out of this association. We are looking forward towards this eventful week ahead.”
Added Nilanjan Dasgupta, Executive Creative Director – Rediffusion Y&R: “Since the brief was about human integration and cinema, our core idea was to involve the common people in the campaign. So we did a Facebook activation where we asked them to send selfies based on expressions of different film genres and then we made images of film icons with the selfies. The participation was beyond expectation and the best selfies were awarded.”
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