ONLINE CAMPAIGN OF THE YEAR
NOMINEES
Absolutely Fabulous: The Movie 20th Century Fox
Creed Way To Blue
Deadpool 20th Century Fox, Substance Global and Feref
Ghostbusters Way To Blue
Love & Friendship Curzon Artificial Eye, Way To Blue and Powster
Rams Soda Pictures
Star Wars: The Force Awakens Disney
Suffragette Pathé UK, Feref and Influence Digital
A
imed at communicating the relevance of the film to a younger audience, Suffragette’s online campaign worked to highlight the ongoing fight for women’s equality and, as a result, was “more overtly political and confrontational”. This focus was hailed by our judges as “very inventive in bringing the subject of the film right up to date”. Pathé worked with Feref and Influence Digital on the campaign, which saw them interact with leading fourth-wave feminism groups such as Pussy Riot and Everyday Sexism and enlist the support of influential women ambassadors across all sectors, including journalist and author Caitlin Moran. Online initiatives included an #InspiringWomen user-generated content gallery and a competition with the National Union of Students to win a university screening. www.screendaily.com
‘The campaign seemed to penetrate a very long way with a very strong message’
“It was a clever, innovative and incredibly impressive campaign,” said one judge. Online platforms were primarily designed to educate and construct a wider story around the film, while social platforms were used to “build and focus a groundswell of online sentiment” from the likes of musician Annie Lennox and Labour MP Stella Creasy. The European premiere at the BFI London Film Festival was live-streamed on YouTube. Suffragette’s Facebook page had more than 50,000 followers by the time of release, 60% aged 13-34. The film enjoyed a £2.9m debut at the box office, going on to take £10.1m. “The online campaign seemed to penetrate a very long way with a very strong message,” concluded one judge. “It was constantly coming at me from different angles, but not in a way s that aggravated me.” ■ October 2016 Screen International 11