Requirement

The Escuela de Cine de Guayaquil was born to fulfill a strong communication gap and to satisfy the human necessity to artistically express in a city were art is consigned to second plane. That is why in this occasion decided to organize a student cinema festival with the objective to reach young people that courses the last two years of school, get them interested for cinema, produce something personal and get informed about the institution.

Solution

An in-depth investigation show that our target are young people who are about to decide what career to study at college and faces the tension produced by feeling tested all the time by their parents to obtain an answer about their future. This situation light us about the necessity to get to young people in a way they feel interested and motivated to show their way to see the world through movies.

So we created ProTesta, festival de cine fresco (ProTesta, fresh film festival); a contest in which students from all schools could talk in an audiovisual language, anything that could come out their heads, show it and win scholarships or free movie workshops. To advertise the festival, we created a poster and several communications that contained a direct message that appealed to creativity, sensibility and curiosity of the target; offering them a way out in that anguished moment of their life, and giving them the opportunity to take a decision their own way.

The ads were advertised in local newspaper and the posters were placed at different strategic spots of the most populated cities of Ecuador.

Result:

• La Escuela de Cine de Guayaquil was well known by thousands of school students.
• A great number of participants demonstrated their interest for cinema and discovered their talent.
• It was confirmed that ProTesta is a necessary space to guide young people to create cinema and it will be made yearly.