For more than three decades, the Sarajevo Film Festival has not only been a world-class film program or a meeting place for regional and global cinematography. It has long since surpassed the boundaries of cinema and has become the central summer stage for brands, a kind of epicenter of the communications industry. During the festival, Sarajevo breathes at its fastest pace, and advertising experiences its annual zenith.
Sponsors and partners are the ones who accelerate this rhythm. Thanks to companies that recognize the significance of SFF, the Festival receives a financial injection that allows it to grow, enrich its program, but also shape the urban landscape of Sarajevo during those days. Brands use the opportunity to showcase their creativity in full light, to connect with the audience, and through SFF achieve communication that is difficult to replicate in other circumstances.
And there lies the key change – logos on festival screens have long since not been enough. Today, brands build experiences, open spaces for interaction, and create campaigns that continue to be talked about long after the cinema lights go out. It is precisely these activations that shape the spirit of the festival, make it unique, and remind us that Sarajevo in August is anything but sleepy.
For us in the industry, the Sarajevo Film Festival period has become a kind of showcase of creative solutions and a reminder that advertising has the power to enhance cultural events and provide new value to audiences.
On the Media Marketing portal, the coming period will be dedicated precisely to these stories. In the days ahead, we will present case studies of the campaigns that marked this year’s Sarajevo Film Festival, through creative ideas, strategies, execution, and results.
For us, SFF is both a film and a communications school in the open air. Here it is most clearly seen how the audience reacts, how brands breathe together with the city, and how creativity becomes social currency. These are the stories we will share with you, because they are not only about the festival, but about everyone who believes in the power of ideas.
For the fifth year in a row, UniCredit Bank has been the main sponsor of the Sarajevo Film Festival, and this year’s communication was carried under the slogan “Volimo film (We love film)” The campaign was developed with the aim of bringing film art closer to the audience in an emotional and experiential way, and for UniCredit to become part of unforgettable festival moments.
In addition to strengthening the UniCredit Bank brand as a partner of culture and art, “We Love Film” aimed to create an emotional connection with the wider audience and reinforce the festival experience through added value and personalized experiences.
The creative idea was signed by BBDO Sarajevo, whose visual concept, through a series of photographs, conveyed the emotions of different film genres – from drama and comedy, to action and horror. In this way, a visual story was created in which every festival visitor can recognize themselves and become part of the film experience.
“The main idea in creating the UniCredit campaign for the Sarajevo Film Festival was to bring film back to the audience and into the theaters, where it belongs. Film is there to awaken emotions, and through the faces of the campaign, Matea Mavrak and Amar Selimović, we managed to show love, fear, laughter, and suspense in a single frame. The change of genres was transformed into a visual and musical story that reminds us that the purpose of film art is to open questions, but also to entertain the audience. That’s why – We Love Film!” said Almir Kurt Kugla, Creative Director of BBDO Sarajevo.
The campaign integrated traditional and digital channels, along with a series of festival experiences specially created for UniCredit clients, such as: discounts on tickets, fast-lane access at main festival points, special benefits for Student Account users, as well as competitions such as the “Festival’s Best Photo” contest and audience voting for the best film.
In this way, the campaign created a unique connection between the festival, the audience, and the brand – turning sponsorship into an unforgettable experience.
“For years, together with the Sarajevo Film Festival, we have celebrated the art of film and created memories that last. Our mission is to offer the audience added value and a unique experience, so that they can experience the festival in a special, UniCredit way. The cooperation with the BBDO Sarajevo agency was extremely inspiring, and the campaign’s resonance with the public showed that the audience recognizes and appreciates our commitment.” – said Selma Riđanović Kenović, Director of Identity and Communications at UniCredit Bank.
