At the end of 2015, numerous billboards, articles and posters promoting a series of films about poverty spread round the whole country. Faded Dreams, We Have Time, Account of the Life, Burden, The last Slice of Hope – these five film productions starring 11 leading Polish actors turned out to be fiction! Carried out by Biuro Podróży Reklamy for The Noble Box (Szlachetna Paczka), this unusual social campaign, titled The Noble Film Project, has just been chosen The Social Campaign of the Year 2015!
On 3 May 2016 the Kamienica Theatre in Warsaw hosted a ceremonial gala of The Social Campaign of the Year 2015 competition, during which awards and honourable mentions were given to 21 campaigns out of 85 that were entered for the competition. The jury evaluated not only the creation and aesthetics, but also the overall communication activities.
The Noble Film Project, created in cooperation with The SPRING Association and Biuro Podróży Reklamy advertising agency, won the award in the category of NGO campaigns. The project was highly acclaimed by the jury, which paid a particular attention to the campaign’s inventiveness and novelty of promotion. The jury also stressed the campaign’s great financial performance and involvement of a huge number of people in the project.
The Box – a dream partner
I can’t express our joy and surprise when we came on stage to receive the award. This is a great honour for the whole team that worked on the campaign
– says Joanna Kochańska from the SPRING Association.
Six months ago the project literally kept us awake at nights, and today it has been awarded – and I know it was worth every effort
– adds Anna Piwowarczyk from the SPRING Association.
On behalf of Biuro Podróży Reklamy advertising agency, I would like to thank The Noble Box for the opportunity to work on this project. The campaign was carried out a bit at odds with the eighth commandment. In my opinion this testifies to the intellectual potential of our client, who can see high above the horizon. With partners such as The Box one can do interesting things, go beyond boundaries and explore areas that on a daily basis are inaccessible for marketing – and it is very important for an advertising agency to maintain its good form. We would like to thank The Box for the cooperation
– says Robert Sosnowski, the manager of Biuro Podróży Reklamy.
Screenplays written by life
Thousands of Poles were intrigued by billboards promoting a series of films about poverty. In November 2015 film posters with 11 leading Polish actors appeared in Multikino venues and on billboards in Cracow and Warsaw. The whole country was swept by a wave of fascination with the films: interviews with the actors, tens of pre-release reviews and inquiries about cinema releases.
It was not until 26 November, during a press conference devoted to the films, that the truth came to light. The films are fictitious, but their screenplays are true. These screenplays have been written by life. As part of The Noble Film Project campaign, five stories of The Noble Box’s charges were selected. Then five descriptions of the films were created. Every year The Noble Box unearths thousands of stories of such heroes.
The following stars took part in the film campaign: Piotr Adamczyk, Jarosław Boberek, Agnieszka Dygant, Barbara Kurdej-Szatan, Rafał Królikowski, Julia Kamińska, Jan Nowicki, Tomasz Sapryk, Magdalena Schejbal, Anna Seniuk and Tomasz Schimscheiner.