Short Drive-In
JamesonNotodofilmfest
Issue 30 | March 2014
Agency
Shackleton
Creative Team
Executive Creative Director Juan Silva
Production Team
Audiovisual Production Manager Manuela Zamora Audiovisual Producer Cristina Cortizas Director/Video Editor Juan Gama
Other Credits
General Manager Lucia Angulo Social Media Manager Elvis Santos Social Media Strategist Borja Lopez-Gomez Paula Gomez PR & Social Media Strategist Cristina Fernandez
Date
November 2013
Background
JamesonNotodofilmfest was Spain's premier Short Film Festival. Since 2001, it has had over 10,000 short films submitted from 38 countries, which have been watched by 29 million viewers. 2013 was its twelfth year in existence.
Idea
The principle behind the festival was to recognise and honour "short, sharp cinema." To raise awareness, a special short-film drive-in was staged at traffic lights in the city. In the time it took for the lights to change from red to green, drivers could enjoy a short 30-second film, with a mini-drink and a box of popcorn. Everything you would do at the drive-in except shorter. At the end of the movie, the title read: Short, sharp cinema.
Results
The campaign generated PR which reached out to over 300,000 people.
The video received over 25,000 views on YouTube.
It was shared 700 times on Facebook.
There were 36,000 Tweets.
In total, 375,000 people were reached through social media.
Our Thoughts
I haven’t seen a better use of a traffic light change since witnessing a lady doing gymnastics at a Brussels road junction last year. I’m sure this stunt in Salamanca was just done for a short time to get the footage to inevitably push out via social media. But that would be even cleverer...a very short action using films of short length to dramatise a short film festival.