The Last Steps and Final Campaign
As the semester -and, therefore, the Ad Discovery and Creativity Lab- was coming to an end, ADapt had to work very hard to create an actual campaign for a client. The last weeks were hectic and creating a campaign while social distancing was challenging. However, we did our best to ensure that we had a nice campaign in the end. The result had to be seamless and consistent with our identity.
Firstly, we made contact with our ideal customer and -luckily- we did not have to look further, because they responded immediately and they were willing to collaborate. Our first customer was “Balkans Beyond Borders”, a non for profit organization dedicated to promoting youth mobility and cooperation in the Balkans using the art of short film making and the power of image. Fostering dialogue, interaction and innovative learning among young people in the region, “Balkans Beyond Borders” aims to contribute to the better future and Europeanisation of the Balkans. Excited for our first collaboration, the second step was to create our first newsletter, as a new agency that has a holistic communication strategy, announcing our partnership with BBB.
What we had to do next was to figure out what BBB had in mind for their campaign, what were the target audiences and what were their vision and goals. As an Ad and PR agency, ADapt was assigned to promote the 2020 “Balkans Beyond Borders Short Film Festival”, which will be conducted online. It is an annual thematic short-film festival that takes place in a different city every year engaging new audiences and promoting an inter-balkan cooperation. The Film Festival celebrates Balkan diversity and engages the audience and creators to reflect on pressing contemporary issues through the medium of short film. It boosts parallel initiatives, such as photo exhibitions, visual art events, workshops, discussions, round tables and music concerts, which aim to provide a rich cultural experience.
Since we had the information needed, we proceeded to create a creative brief of the main points we had to take into account when creating our campaign for them.
First of all, we checked previous BBB campaign spots and managed to create a video for the 11th BBB Film Festival, named: “Contr(u)st: It is U who makes the difference” following the organization’s theme. The video contains information about the journey that the festival has followed throughout the years. Basically, we mentioned all the countries and the years that the festivals took place. Last but not least, we called the audience for participation. We encouraged creative people, who have ideas and want to express themselves freely, to participate and submit their films.
We thought that a video wasn’t enough, so we created an advertising poster, in order to have the opportunity for an easier and quicker ad. In the poster, we call the audience to submit their films and participate at the festival. We also mention the deadline that they have, in order to hurry up and don’t miss it. BBB really liked our work which was presented in class and was uploaded on our social media too.
With that, our creative journey came to an end. During this time, we learned so much, we gained valuable hands-on experience, beyond the theoretical aspect, and we met incredibly inspirational organizations. After all, ADapt is here and we can’t wait for what the future holds for us. A big thank you to everyone and especially Ms. Betty Tsakarestou for showing us the path and motivating us.
Team: Despoina Fragou, GeorgiannaChondrou, Stavros Tzanis, Kalatha Katerina, Angeliki Valeri
Agency: ADapt
