Building on the successful 'Break The Mould' campaign our challenge was to take a winning creative formula and make it socially relevant. We created multiple and varied pieces of content for our target audience to discover and share. The content formed a story around a fictitious, remote village called Pliktisijiteur, where young men compete for the title of Mr Plikt at their annual pageant. The campaign was awarded 2 D&AD pencils.
As part of the awareness-building campaign, in advance of the film launch we created a number of pieces of content designed to build excitement. For example, the local villagers, frustrated by a lack of international attention to their local pageant, 'created' a promotional film, which was released as a tralier.
To maintain engagement following the film launch, we created content such as the "Village your hair" app, which we produced in association with Apple, allowing consumers to get involved in local village life.