IDFA needed to strengthen its leading position as a documentary festival on a national and international level, so they can keep triggering the curiosity of young and old fans and -professionals, now and in the future.
In 2018, KesselsKramer and IDFA introduced a new positioning: “provoking boundless curiosity”. For the 2019 campaign, we wanted to invite our audience to IDFA to reflect on reality, history, society, the future, and themselves, with over 300 documentaries from all over the world.
Our campaign was all about reflection, so we created different assets from real, reflecting material. In our trailer, which played in Dutch cinemas, we decided to hold a mirror up to our audience in a remarkable way.