Images author: Nidal Šaljić
A film is never the result of a single contribution. Behind every frame are people who have given it their ideas, time, knowledge and part of their own view of the world. And when it reaches the audience, that story continues among the people who watch it, discuss it and connect it to their own experiences.
The Creating Film Moments Together platform was built on this connection between film, togetherness and the moments we share. Through it, UNIQA Insurance sought to bring its role during the 32nd Sarajevo Film Festival closer to what audiences truly experience throughout the Festival days.
This was the fourth year of UNIQA Insurance’s partnership with the Festival and its second as the main sponsor. After several years of presence, the challenge was no longer simply to make the brand visible. It was necessary to demonstrate what this partnership brings to audiences and how values associated with safety, care and togetherness could become a tangible part of the Festival experience.
The campaign was therefore developed in two connected directions. The first built the brand’s image through the emotion of the Festival and the idea of creating moments together. The second brought that message closer to visitors’ everyday lives through direct encounters, tailored insurance solutions and activities that responded to the audience’s real needs.
At the heart of this approach was the UNIQA Stari Grad Summer Cinema. Over the eight days of the Festival, the cinema represented much more than a branded location. It became a place where the campaign message was connected with watching films, socialising and direct contact with the brand.
At the location, visitors could receive specially tailored offers for voluntary health insurance and home insurance. In this way, UNIQA connected the emotion of the Festival with services that belong to everyday life, seeking to integrate conversations about insurance naturally into the atmosphere that had brought audiences there.
The more interactive part of the programme came through the UNIQA Quiz, which was expanded to cover different topics following last year’s successful edition. Hosted by Tarik Filipović and Joško Lokas, it brought together around 200 contestants divided into teams over four days. The quiz gave the platform a more playful expression and allowed the audience to participate in the communication instead of merely observing it.
The idea of creating film moments together continued beyond the cinema. Social media and other digital channels followed the campaign through announcements, photographs, video content and stories created during the Festival, conveying part of the atmosphere to audiences who were not present at the Festival locations. Media communication connected the individual activities into a broader story about a long-term partnership.
One of the most tangible expressions of that story concerned what happens after a screening. In cooperation with Centrotrans, visitors were provided with free transport after midnight, while electric vehicles were used to transport Festival guests.
Safety therefore did not remain an abstract value or a message on Festival visuals. It became a service that audiences could use when they needed it, while the brand’s values were translated into an experience that accompanied visitors even after they had left the cinema.
The partnership also included support for the Female Filmmakers Support Programme, as well as communication of the activities of the UNIQA SEE FUTURE Foundation. This gave the campaign another dimension, connecting the brand with support for female filmmakers, talent development, culture and positive social change.
Alongside the activities for audiences, the business side of the partnership was also developed. A reception for more than 200 business partners from Europe and the Southeast European region, as well as the Festival Closing reception, allowed the Festival to become a space for encounters and relationships that extend beyond a single campaign edition.
The regional UNIQA team participated in the implementation, overseeing strategic planning, partnership coordination, communication, public relations and the organisation of activations, with the support of partners involved in safety, mobility, sustainability and audience experience.
The campaign’s performance was monitored through the reach and engagement of digital content, media coverage, attendance at activities, audience interactions and direct contacts established at the UNIQA Stari Grad Summer Cinema. Around 200 quiz participants and more than 200 business partners gathered during the Festival demonstrated the breadth of the platform, but the quality of these encounters was equally important to the brand.
Because Creating Film Moments Together did not remain merely the name of the campaign. The platform connected what was happening on the screen with what audiences experienced around it, from playing together and conversations about insurance to a safer journey home after the final screening.
