The city of Kraków has invested succesfully structurizing the sports possibilities, facilities and hostings. Professional athletes from around Poland, and internationally, find their way towards Kraków already. Starting from 2017, the city desires to intensify the communication and promotion by commercializing their strength.
Film production (commercial).
Visit the clientSumming up the key goals and intentions clarified by the client, we started to search for a way to combine all factors, yet without losing effectivity. Our solution to this challenge became the start of the campaign’s creative concept; Experience a sportive Krakow as a local family, but incl. an internationally recognizable feeling and possible identification. 1) Throughout this family perspective, we were able to include the wide target audience by using diverse family members, yet having them all still connected as one whole, one family. 2) Experiencing life as a local automatically hands the opportunity sensing the culture of Krakow. 3) Having the family members participate, interact and visit with hosted sporting events will create the inclusion of all the city has to offer hosting and facilitating sports.
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The strength of storytelling is the power to take the audience along with and towards the message you like to share. Traditionally, commercials have worked straight forward in communicating their sales, informational or activation target. Using storytelling within your commercial, or any other form of advertising, gives you the opportunity to make your audience believe in your product or service before you even start the call to action or sales approach. In this way, the audience will not only recognize your product or service as human, honest or authentic. The question why the audience should buy your product, or visit your city, can be answered by this storytelling experience powered by fictional characters representing a persona identification model.
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To provide the client’s wide target audience, we’ve written and created a family including a father, son and daughter. These three main characters represent the identification model covering the target audience. Not only the target audience got covered by this fictionally written family. The life that can be experienced once living, visiting or practically using the city of Krakow can be experienced through all senses of these three family members.
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Including various sporting events within our production asked for flexibility within our script, production, and edit. Most of the events we have included in two various ways. 1) including the events within the script and the character's actions/intentions. 2) filming the totality and diversity of the event. By this way, we’ve not only checked this one key goal from the client’s wishlist. We took strength out of this key objective by mixing the scripted scenes and production set with the real-life action, experience and emotions of the events.
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The required diverse film set and environments asked for a dynamic and flexible production crew. All scripted scenes using pre-arranged locations provided us the possibility to build the film set needed for production, while including the crew-members required for realization. Nevertheless, filming during events, while mixing life-action and scripted action, requires dynamic thinking and executive production. Thanks to our great, creative minded and hard working crew, we’ve able to take this challenge with great enthusiasm and success.
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In order to communicate the key goals and concept, both the production and the script are in need of a local touch. To serve this need, all the pre-arranged locations took place within Krakow, using their own sport facilities and including the cities own sport participants as a film extra. We believe that storytelling (words written on paper), come to live when it's living and breathing the senses off its true origin. To make the target audience believe in Krakow, we’ve presented them what it’s like and how it truly can be experienced.
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