Five film posters with eleven leading Polish actors appeared several days ago in Multikino venues and on billboards in Cracow and Warsaw. Movie buffs have watched interviews with the stars and film critics have published their reviews of premieres on YouTube. However, the films are not the latest Polish productions. They have not been shot and will not be shown at cinemas. These are real stories of THE NOBLE BOX’s charges – a campaign created by the advertising agency Biuro Podróży Reklamy and carried out in cooperation with THE SPRING ASSOCIATION.
On 21 November THE NOBLE BOX started a database of struggling families that Volunteers and Donors could help. The stories of the association’s charges are so poignant that they could become the basis of a film screenplay. This is why a few families were selected for The Noble Film Project – this year’s advertising campaign of THE NOBLE BOX, carried out by Biuro Podróży Reklamy. The idea behind the campaign was to show that life writes various scenarios, sometimes very heartbreaking and dramatic. But what distinguishes the project from a film production, which we just watch passively, is that by taking part in THE NOBLE BOX, everyone can become its director and, by helping, can give impetus to a change and create a better ending.
As part of The Noble Film Project, five stories of THE NOBLE BOX’s charges were chosen. Then five film descriptions were created, and eleven leading Polish actors were invited to play the main roles. The following stars took part in the project: Jan Nowicki, Anna Seniuk, Piotr Adamczyk, Agnieszka Dygant, Barbara Kurdej-Szatan, Rafał Królikowski, Tomasz Sapryk, Julia Kamińska, Jarosław Boberek, Tomasz Schimscheiner, Magdalena Schejbal (we thank you very much!). Their characters and names appeared on film posters presented in Multkino venues and on billboards in Warsaw and Cracow. To lend credence to the production, the actors also appeared in promotional materials for the films on YouTube (these include interviews with Jan Nowicki, Julia Kamińska, Tomasz Sapryk or Magdalena Schejbal), while film critics and bloggers were sent invitations to publish their reviews of the premieres (thank you for participating in this noble plot!). Media partners also played an important role, as they used their media potential and participated in the project by presenting the posters together with appropriate descriptions and reviews encouraging the audience to go to the cinema (thank you very much!)
The media hype that accompanied the new films allowed us to get potential donors interested in the stories told in the films. Today it turns out the films were not made. However, it is only the film production that is fictional – not the stories told in the screenplays. Faded Dreams, We Have Time, Burden, Account of the Life, or Tomorrow Was Yesterday – this is the real life.
We showed our hand during The NOBLE BOX’s press conference which was held on 26 November 2015 in Multikino in Warsaw. It was attended by the actors that appeared on the film posters. During the press conference, the organisers presented The Report on Polish Poverty, prepared by THE NOBLE BOX. Compiled every year, the report is the main source of information on the poverty of Polish families and other struggling people in the country.
The aim of this unusual campaign, The Noble Film Project, is to show that from a passive viewer, everyone can turn into an active director and help to give real dramas a better ending. This extraordinary campaign by Biuro Podróży Reklamy, carried out for THE NOBLE BOX, enables everyone to see the stories of the association’s charges from a different perspective. Thanks to the analogy of films that many people would like to see, it is possible to show that it is life that writes the most incredible scenarios. However, unlike in a film production, here everyone can help to change the plot and write it anew.