This year again, BH Telecom showed that its partnership with SFF goes far beyond financial support or the presence of a logo and visuals – through its activities, the company once again confirmed its commitment to supporting local authors and content that carry a strong artistic and social message. Through the BH ContentLab program, the company co-produced films that marked the festival – the black comedy “Pavilion” by Dino Mustafić, which opened the 31st SFF, and the documentary “Bosnian Knight” by Tarik Hodžić, with its world premiere in the Competition Program.
This edition of the Festival had an additional international dimension with the “Variety Lounge presented by SFF & BH Telecom”, where conversations were held with global and local filmmakers. In addition, BH Telecom enabled its audience to follow the festival atmosphere beyond the cinema halls on MY TV. From the BH Telecom Studio set up next to the red carpet, the special program “Partner Like in the Movies” was broadcast, while a special attraction was the live camera that delivered exclusive moments from the red carpet.
Before the festival, BH Telecom and SFF signed a three-year cooperation agreement, confirming the continuity and strategic importance of the partnership and reaffirming its role as a driver of domestic cinematography. Through BH ContentLab, the company has so far invested more than 30 million KM in domestic films and series, making it clear that its role goes far beyond festival sponsorship.
“Our partnership with the Sarajevo Film Festival is not only financial or technical support. It is the continuation of our broader mission to put technology at the service of community, art, and progress. We are proud to be building stories with the best that leave a lasting mark,” said Amel Kovačević, General Director of BH Telecom.
As part of BH Telecom’s campaign, the famous slogan “My Sarajevo, My Story” stands out, leaving a lasting mark for seven years now. “The highlight of our creative approach was not to go for a classic promotional action, but rather to emphasize that the atmosphere during the Sarajevo Film Festival in Sarajevo is something we are all proud of. Everyone says how beautiful the city looks, how clean it is, and how many people are out and about – that is the atmosphere we would love to last, reminding us of better times,” said Nađa Lutvikadić Fočo, Head of the Promotion Management Department.
Among other things, part of the campaign was the giveaway under the slogan “We’re Taking You to the Sarajevo Film Festival”, which allowed the audience to win tickets and experience the festival atmosphere first-hand. Another activity worth mentioning is that BH Telecom hosted the exclusive premiere of the film “Dreams” and the online screening of “Butterflies Without Wings”, bringing the festival closer even to those who could not attend the screenings in Sarajevo.
In addition to film and media content, BH Telecom also provided practical solutions that improved the festival experience. Free WiFi at a total of 12 locations in Sarajevo enabled visitors to share their festival moments in real time, while the rebranded BH Telecom Open Air Cinema Centar, with a modernized sound and projection system, became a new favorite spot for watching films under the open sky.
All BH Telecom activities during the 31st Sarajevo Film Festival were brought together on the special subpage bhtelecom.ba/SFF, which functioned as a digital hub and allowed the audience to follow festival stories and content in real time. At the same time, the BH Telecom Showroom, in cooperation with Samsung, was transformed into a festival zone for innovation and entertainment. This city-center location became a place where visitors could try out the latest devices, take part in quizzes, and win prizes – such as a dream trip for four worth 8,000 KM.
Instead of just a logo, they brought the audience an experience that combines film, technology, and togetherness, leaving a mark that was talked about for weeks after the festival. Seeing domestic companies so up-to-date and motivated to turn a campaign idea into reality is proof that our market also has a modern approach to advertising that can stand side by side with global standards.
