Szlachetna Paczka (The Noble Box) is an organization which specialises in fighting poverty in Poland. Every year the foundation supports thousands of people in need. In 2015 they asked us to help them raise awareness about poverty issues at that time. And we responded to the appeal.
The Noble Film Project – a charity campaign against poverty
The idea was to create a buzz around five different movies scheduled to come out the same day. The scripts for the movies were based on true stories and top Polish actors and actresses were hired to star in the films. The thing is… the movies didn’t really exist.
With the help of some of the best Polish actors and actresses, media partners and bloggers, we attracted public attention to the premieres using online (movie posters, previews, sneak peaks, interviews) and offline (movie posters, billboards) channels. Then we invited journalists and celebrities for the big premiere, which, of course, was fake. Instead of the movies we showed a poverty report and presented true stories of real people who struggle every day.
The conspiracy was a success. The campaign generated a natural buzz and reached millions of people. Thanks to the kind hearts of many people involved in the project and the originality of the idea itself the amount of money spent on the project was as little as it gets.
The headline of the campaign: Be a director, not a viewer.
11 top famous Polish actors and actresses took part in 5 fake campaigns for 5 cinema films to tell 5 true and moving stories, to absorb the media and to generate a natural buzz.
The following took part in the conspiracy:
11 top Polish actors and actresses
12 top media partners
15 fake billboards
30 fake posters in cinemas
1 fake film premiere attended by celebrities
The art and creative works for 5 fake films:
5 press kits
7 video interviews with 7 actors about their roles in the films and about the new films
20 film reviews for bloggers (they pretended they had a chance to watch the films during sneak previews)
Number of PR publications: 220
Media reach: 3 400 000 people