The Brief:

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The Breath of Fresh Air Film Festival (BOFA) is a Tasmanian film festival aimed at bringing people together to tell stories that inspire positive change.  The Festival celebrated its 10th anniversary in 2020. BOFA is a festival of "Great stories, inspiring ideas, food and wine, conversations... and fun” but wanted to expand their audience to involve a younger demographic through their #WhatsYourBOFA social media campaign.

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The Problem and Required Outcome:

The goals were to visually reflect the festival’s values while also attracting a younger generation of filmmakers to present their work and attend the festival.

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The Creative Solution:

The focus was on creating three narrative-driven concepts built on distinct characters representing the age demographic which BOFA aimed to attract.

 

Each concept focused on a ‘time in a life’ moment of three protagonists:

• a passionate young filmmaker seeking an audience for her film (searching for ideas),

• a millennial writer caught up in the rat race desperate for a new perspective (searching for inspiration), and

• a semi-retired woman, looking to make new friends (searching for connection).

 

Each character wants to make a change in their lives. The possibility of change occurs when a red carpet appears out of nowhere. As each character follows the carpet, through various Tasmanian landscapes, they connect with others who have followed the red carpet, and finally arrive at a BOFA “red carpet event”. The stories of each of these characters are narrated through voice-over to give context. 

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The Result:

The campaign was originally to feature three fifteen-second commercials for television broadcast (one for each character) and a thirty-second web commercial spot (involving all three characters).  Due to budgetary constraints, it was decided to create a single thirty-second commercial that visually communicated a message of ‘connecting together’.