Drama Queen
Issue 16 | September 2010
Agency
ATBWA/PHS Helsinki Finland
Creative Team
President, CFP-E: Francois Chilot Copywriter: Mira Olsson Art Director: Minna Lavola
Production Team
Producer,L-A-D-A/Caviar: Jacques Vereecken, Karen Bruinsma Director, L-A-D-A/Caviar: Roger Hesp
Date
Concluded June 2010
Background
CFP-E/SHOTS wanted to establish the Young Director Award by as THE competition for aspiring commercial film directors and to get as many high-quality entries as possible to the 2010 competition. (To be eligible, entries had to be one of the first four commercials the director had directed.)
Idea
The idea was to give a good script to an inexperienced director and then put it up on Youtube and seed it in blogs read by production companies and film-school students, where it could inspire other equally inexperienced young film-makers to give the competition a go.
24 year-old Rogier Hesp did such a good job, the commercial rapidly went viral, picking up a significantly larger audience than the specific target group.
Results
The link was sent to 1,500 email-addresses, which led to over 265,000 views on Youtube in a few weeks. It was picked up by over 30 sites publishing the newest and freshest work in advertising and led within a month to around 400 entries into the competition from young commercials directors all around the world.