Pinnacle Awards Submission Business-to-Business Communications Campaign:
KODAK MOTION PICTURE FILM
FILMWORTHY CAMPAIGN
Creative Samples
Presented by
KODAK MOTION
PICTURE FILM
FILMWORTHY
CAMPAIGN
Work Shown:
TRADE PRINT ADS
CORPORATE WEBSITE TAKEOVER
CAMPAIGN WEBSITE
SOCIAL MEDIA CONTENT: VIDEO
FILM CAN PROPS
LEAFLET / POSTING COLLATERAL
MERCHANDISE
INTERVIEWS/CONTENT
OBJECTIVES & STRATEGY
The background:
In the past 8 years, Kodak motion picture film production has fallen over 90%. In the
movie industry digital is now the prevalent capture technology, but the movie industry
rallied recently with the major studios guaranteeing to purchase significant set levels
of film for the next few years because of the impassioned commitment of some of the
A-list directors like Christopher Nolan and Quentin Tarantino. But that’s not enough.
And at the heart of this commitment to an ‘old’ technology, was an opportunity, for
the newly out of Chapter 11 Kodak, to rediscover and redefine what the Kodak brand
really means and to find our voice again.
Objectives:
Overcome the inertia of assumed inevitable decline. Create an industry movement to
stand up and champion the quality of film. Give this iconic brand a relevant, bold voice.
Strategy:
The movie and TV business is really just like any other creative industry: as soon as
you constrain choices, you limit the possibilities for the creative visionaries, the story
tellers to tell their stories their way. And that’s what this business issue is really all
about: allowing storytellers to have the choices they need.
As we probed further on this with in-depth interviews and reading profiles and
perspectives from the great filmmakers, directors and cinematographers, we found the
real insight – that the inherent quality and the ‘look’ of film means that there are some
stories that demand an organic medium of film and not the precision of a technology of
digital. Those moments we called ‘FilmWorthy’
We knew that this should not be misconstrued as a commercial cry for sales by Kodak,
but that the brand’s role is to facilitate and curate the industry’s own voice: to allow
them to speak up and be heard, to share and to give their perspective on why they need
choices, and in this visual story telling world, just what FilmWorthy means to them.
IMPLEMENTATION & CREATIVITY
Truth Collective
12 Aqueduct Street
Rochester, New York 14614
Partners:
Bob Bailey
John Roberts
Jeremy Schwartz
+1.585.423.0243
truthcollective.com
All ideas need a platform to begin the movement, and so with very limited budgets we
launched FilmWorthy with an ad in the key trade media, American Cinematographer
magazine, in December 2014. That was the easy part. But we also wanted to help
give voice to, and create a groundswell, and the best opportunity for that was at the
Sundance & Slamdance Film Festivals in Park City in January 2015. However that
was only 25 days away from client approval of the activation plan!
Everyone has heard of Sundance, the world famous film festival over 2 weeks in Park
City, Utah, that celebrates filmmaking and premieres many new productions. But
there is also the lesser-known Slamdance in the same opening week, which has grown
to identify and celebrate the young independent filmmakers; those who are most likely
to use digital.
We needed Kodak to show its commitment by celebrating the independent spirit and
KODAK MOTION
PICTURE FILM
FILMWORTHY
CAMPAIGN
the craft that’s epitomized by the fresh, unique, original storytelling in those film
festivals, and to allow the festival goers to share with us how film matters and define
their own version of #FilmWorthy
So we created a brand swat team to activate the program on opening weekend:
A small film crew, using 16mm film cameras of course, was sent to interview directors
and cinematographers of all levels and experience to capture and share their voice to
be used as future brand content. Accompanied by the social team to activate their voice
instantaneously via all Kodak social media properties and to own #FilmWorthy
We created a dedicated site off Kodak.com to host content and share FilmWorthy
moments and opinions, and of course dressed Kodak Motion picture social properties
(LinkedIn, YouTube, Twitter & Facebook). We even took over the Kodak.com
corporate site during festival time to promote #FilmWorthy.
And the amazing Kodak team even changed the production and finishing process of the
canisters themselves to brand the sealing tape #FilmWorthy. Which we then stenciled
and used guerilla-style around Park City as visual clues, interview props and party gifts.
Guerilla communications around Park City created the appearance of magnitude and
attitude and included branded merchandise of t-shirts and beanies, wild postings,
#FilmWorthy tags sprayed in the Park City snow (biodegradable of course!), banners
and posters, call-to action #FilmWorthy leaflets, and drinks coasters in areas where all
filmmakers congregate: the filmmaker lounges at key festival locations and of course at
the parties. We even managed to utilize award events at Slamdance & Women In Film
to create a stir and rebrand the Kodak prizes as FilmWorthy awards.
EFFECTIVENESS & RESULTS
25 days from agency presentation of the idea, to actual activation at Sundance &
Slamdance film festivals in Park City, Utah. We planned to interview 8 filmmakers over
the 2-day opening weekend, but the visceral support and passion for film was so great
we ended up interviewing 32 filmmakers, creating content for the rest of the year as the
campaign rolls out and gathers momentum.
In the space of 1 week, social contribution rose to 1.6mm impressions from Twitter
alone, Kodak handle only has 12,000 followers (source Tweet Reach). This reach is
estimated to be in excess of 2.1mm impressions including all social channels (source
Crimson Hexagon), an increase of 527% over the month of January alone.
Truth Collective
12 Aqueduct Street
Rochester, New York 14614
Partners:
Bob Bailey
John Roberts
Jeremy Schwartz
+1.585.423.0243
truthcollective.com
And by the way, the Kodak party was temporarily closed by Park City fire marshals
for being overly popular. Twice.
FilmWorthy will spike again during Oscar season and as the campaign rolls out during
the summer with LA Film fest. And the movement has just begun.
TRADE ADVERTISEMENT 1
Print was used to start a new story line for Kodak Film and was targeted to filmmakers in American Cinematography Magazine.
The ad was laid out using authentic screenplay formatting to speak to this audience in the form which they trade everyday — stories.
TRADE ADVERTISEMENT 2
The story between Kodak Film and Digital continued in
American Cinematographer and The Hollywood Reporter for awards season.
TRADE ADVERTISEMENT 3
This print ad breaks up the script insertions and just reinforces
the FilmWorthy movement in American Cinematographer.
KODAK.COM
FilmWorthy took over the corporate site throughout the
brand activation activity at The 2015 Sundance Film Festival.
www.
CLICK TO VISIT SITE
KODAK.COM/GO/FILMWORTHY
All things FilmWorthy are being aggregated on this campaign page, including feeds from Sundance, social activity monitoring the industry’s
voice regarding FilmWorthy stories, blog articles about important projects shot on film, and other relevant content for FilmWorthy artists.
KODAK MOTION PICTURE FILM SOCIAL CHANNELS
The social channels serving Kodak’s motion picture industry audiences
are dressed in the FilmWorthy thematic and are reinforcing #FilmWorthy.
CLICK TO WATCH THE VIDEO ON YOUTUBE
SOCIAL MEDIA CONTENT: VIDEO TEASER
Prior to leaving for Sundance, we made some special FilmWorthy film canisters with the help of Kodak. This video was released on YouTube,
posted on Facebook, and Tweeted to start some buzz for the FilmWorthy movement and introduce the new campaign website.
FILMWORTHY FILM CANISTERS: CONTENT PROPS
A number of our special FilmWorthy film canisters were also stenciled with #FilmWorthy and used as props to create social media content
while at the film festivals, as well as during our interviews and as decor at the invite-only party sponsored by Kodak.
LEAFLET BROCHURE
A small, easy to carry brochure was designed (no one wants to be loaded down at Sundance with unwieldy collateral) to adorn the posting kiosks
around the film festival as wild postings, be available at the tables of movie promotional materials at the theatres at Sundance and Slamdance as
well as at an invite-only party, and handed out as we engaged with filmmakers along Main Street, Park City.
FILMWORTHY MERCHANDISE
FilmWorthy hats and t-shirts were not only the uniform of our street team, but were handed out to filmmakers we engaged on the street, given to
interview subjects, and premiums at the invite-only party. Drink coasters were also produced for the party as well as left at several local bar and
eating establishments and film festival locations.
FILMWORTHY BANNERS
FilmWorthy banners were produced to serve as signage at the Kodak party, but also attract
attention around the film festival as well as serve as backdrops for our interview content.
INTERVIEWS/CONTENT
The primary reason for heading to the Sundance and Slamdance film Festivals was to capture the voice of the industry regarding film’s relevancy
to storytelling today — determining what is “FilmWorthy.” And we did it, of course, on film. Shooting with real film cameras on the streets of Park
City was a spectacle in and of itself and started some great conversations on the state of film with this audience. We will be turning the 22 rolls of
16mm film into social content for Kodak in the coming months as we roll into the production year and the next handful of industry events.
AWARDS
Kodak awarded emerging filmmakers at the Slamdance Film Festival and the Women In Film
event at Sundance with two Director’s Awards. We designed certificates for the presentations
suitable for framing that was consistent with the FilmWorthy marketing materials.