Although they are neighbouring countries, Lithuania and Poland are barely acquainted with each other’s cinema production. The annual Polish Film Festival, organised by Polish Cultural Institute in Vilnius, can boast a wide and interesting programme, however it fails to attract wider public attention. Why? Well, the problem lies in shared cultural stereotypes and prejudices between two countries.
Our challenge was to shift festival’s communication from Poland as a country to Polish cinema, which is famous for its cinematographic quality, non-trivial subjects, legendary directors and actors. To achieve public attention, we wanted to create a fresh concept and a new website that is attractive, informative and easy to navigate.
The slogan for the campaign was EYE-CATCHING CINEMA, accompanied with a visual of broken glasses and a winged camera that reminds of a fly.
The webpage (which also had a mobile version) included an interactive film search, a smart programme filter and an integrated ticket purchasing system.
The new concept attracted wide media and public attention. For many Lithuanian film-goers that was the first wide-screen acquaintance with our neighbour’s cinema. Less stereotypes, more openness!