To promote Lacta chocolate bar in Greece, Kraft Foods and OgilvyOne Athens crowdsourced a 27-minute branded-entertainment film, involving the audience in everything from writing to casting and styling the actors. Some people even popped up as extras in the finished film. During filming, audiences were kept updated through a blog, Facebook, Twitter, YouTube and Flickr accounts. On Valentine’s day the 27’ film aired on Greece’s top TV channel and online, with great success.
See the site and film here: http://loveinaction.gr/english
Case video here: http://vimeo.com/10550343
Creative Director:Panos Sambrakos
Art Director:Constantinos Demetriadis
Account Director:Christina Alifakioti
Web Programmer:George Alatzas