NeveriliSME
– They didn't believe
A documentary film campaign for a Slovak newspaper SME.
Awards:
Digital PIE 2020 I Winner, Idea
Zlatý Klinec 2020 I Bronze, Media
Four sceptics. One newsroom. An unconventional way to build trust.
The Idea
What if the people who didn’t believe in the newspaper were invited to see how it works?
A campaign that brought sceptical readers into the newsroom and turned their doubts into a documentary.
The Documentary Film
The film brought four sceptics inside the newsroom.
The Campaign Assets
The campaign was also screened in cinema, bringing the story from the newsroom to the big screen.
Team
Executive Creative Director
Peter Darovec
Creative Director
Branislav Bezák
Art Directors
Zuzana Kyppo, Naďa Lukáčiková
Copywriters
Peter Darovec, Branislav Bezák
Strategic Planners
Veronika Romsauerová, Juraj Plánovský
Film Director
Lucia Kašová
Screenwriters
Lucia Kašová, Peter Darovec, Branislav Bezák
Director of Photography
Martin Jurči
Film Production
Anna Rumanová
Post Production
Erik Oslanec
Summary
A campaign that turned scepticism into curiosity. By inviting four people who didn't believe in the newspaper to experience its newsroom from the inside, the campaign transformed their doubts into a documentary story.
Client: SME
Role: Art Direction
Type: Integrated Campaign | Documentary Film
Year: 2019
Awards: Digital PIE 2020 — Winner, Idea / Zlatý Klinec 2020 — Bronze, Media