The Afrikamera Film Festival had no communication strategy nor a clear visual language to begin with. The young audience and the POC community were not sufficiently present during past festival editions. Further, the recently launched Instagram channel lacked an adequate visual identity and active follower participation.
We at Magma decided to create a graphic mini campaign before the festival started. We researched target-group-relevant statements from African filmmakers who were to be featured this year and that went along with Africamera’s representational guidelines and corporate identity. The idea was to provide a platform for the participating filmmakers and to enable a mutual encounter between audience and filmmakers. Based on this year's corporate identity we designed some graphic layouts and combined them with the filmic statements:
We initiated an influencer campaign within the young poc community who would share posts about the festival and engage their community to check out join Afrikamera. For the first time we have also placed advertisements around the festival with the intention of achieving a sold out screening for the opening feature film "Keteke". As we connected Facebook and Instagram, for the first time stories were shared between Afrikameras Facebook and Instagram.
During the festival we produced an authentic documentary in our MAGMA style. We at magma believe that images do not have to artificially represent the ideal reality of an event. What really happens, what is relevant, what catches the eye is what we want to pass on to the audience directly. The only filter here is the target audience requirements and the visual demands we have as photographers.
For the portraits we have chosen a fresh and surprising visual style to illustrate participating filmmakers and team members. These pictures were all posted during the festival. They were used as teaser for the upcoming screening:
The entire photo archive was provided by us and can be used as material for upcoming posts in the social media channels. Through facebook sponsoring we could increase the visibility of the festival and achieved the goal of a sold out house for the opening event. Connecting the Instagram-account and the Facebook-page increased the connectivity between the users. The influencers accepted the campaign and were happy about the so far unknown offer of the Afrikamera Festival. The willingness to share the event with their community was great. The already existing community of Afrikamera (fb/ instagram) was enthusiastic and surprised about the new visual approach. The Instagram channel has doubled in popularity during our campaign. Magma is an ongoing partner of Afrikamera.