Kontext Language School: Cinema invitation

In order to show the real benefit of knowing foreign languages, we came up with an innovative media mix solution. In the cinema hall, we have placed a roll wall inviting people to have a free coffee before the movie, but, with a little catch; it was written in German. Those few, who understood the message, got their coffees. For the others, we played a short ad just before the movie projection.

Advertising Agency: McCann Erickson Belgrade, Serbia
Creative Directors: Jana Savic Rastovac, Vladimir Cosic
Art Director: Marko Prokic
Creative Coaching: Yaniv Mlinarski, Vladimir Popovic, Maja Uzelac, Le Spot, Vladimir Pisot
Published: August 2010

9 comments

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Hehe, great idea, smart connection.

andyStock's picture
andyStock
666 pencils

Yes great idea - and very low-cost too.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

true, but small audience.

Guest's picture
Guest

Smart.

dreadboy's picture
dreadboy
413 pencils

small audience, but can be translated to wider ones - ie. having a billboard in german in a city square, with free something and spreading the billboards with the translation circularly around the square.
Then again, this might be targeting locals, that are sure to live close by, and more prone not to speak other languages.

Portfolio * Myspace * Facebook
i can't even spell my name without 'ad'

riyelam's picture
riyelam
366 pencils

Cool

Lucylu's picture
Lucylu
109 pencils

I really like this idea - very different and for a good cause.

Hibon's picture
Hibon
3734 pencils

Simple nice idea!!!!

Simple ideas are the best !

Hiperion's picture
Hiperion
3138 pencils

SImply and clever

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