(Voorpublicatie) Peter Ampe over case movies

Vorig jaar werden voor het Cannes Lions Festival meer dan 7000 verschillende case study films ingezonden. Je zou kunnen beweren dat case films vandaag het belangrijkste onderdeel zijn van zowat elk creatief idee. Helaas is het maken van een goede case film nog steeds een beproeving voor agentschappen wereldwijd. Het boek ‘From Cold Case to Gold Case’ brengt de verlossing. Het is de eerste complete gids voor case study films, geschreven door Peter Ampe, een van Belgiës meest bekroond creatieven. Hij is momenteel chief creative officer bij FamousGrey en was de voorbije tien jaar een gewaardeerd lid van de Global Creative Boards van de netwerken Publicis, DDB en Grey. ACC en Creative Belgium organiseren op 10 maart 2020 een Creative Session met Peter Ampe. Deze publicatie is trouwens gemaakt in opdracht van Creative Belgium. Het doel van Creative Belgium is om de volgende generatie creatief talent te inspireren en de creatieve industrie te helpen haar toegevoegde waarde te bewijzen. Het bevorderen van creativiteit als motor voor economische en sociale groei en verandering.

• Prijs: 25 euro
• Uitgever: Borgerhoff en Lamberigts
• Opdrachtgever: Creative Belgium
• Te koop via offline en online boekhandels en via Borgerhoff en Lamberigts.

Hieronder vindt u een fragment uit het boek ‘From Cold Case to Gold Case’.

No case film, no award

The shift from mono-channel ideas to multi-channel activations, brand experiences, services and product innovations has caused case lms
to become a necessity. A case lm enables you to experience an idea seamlessly, giving you a feeling for the ow, different touch points and, ultimately, the overall results.

It makes a great tool for both agencies and brands alike. Marketingdirectors use case lms for internal and external presentations to showcase the success of a campaign or a platform. Agencies enter them into award shows and put them on their reels to impress new and existing clients.

7,102 case lms were made in 2019 (source: Cannes Lions)

But let’s face it, award shows are the main reason why case lms are made. To give you an idea, 7,102 different case lms were produced this year with the sole ambition of entering them in the 2019 edition of theCannes Lions Festival of Creativity. It shows how essential they are intoday’s judging system. Can you still win an award without a case lm? I challenge you to do so. Can you change the colour of metal by investing time and money in your case lm? I bet you can. To put it bluntly – no case lm, no award.

However, a great case lm will not save a mediocre idea. A bad idea will remain bad, even if you tie a pink ribbon round it. But the same pink ribbon tied to a great idea might have the power to turn Silver into Gold or Gold into a Grand Prix. On the other hand, a bad case lm can kill agreat idea.

Inside the juror’s head

How does a juror’s mind work? To give you an idea, let me brie y recall my jury experience during the 2016 eurobest Direct Jury, which took place in Rome. The Italian capital is a fabulous historical place that I had been lucky enough to visit many times before. But when you’re part of a jury, it doesn’t matter which city you’re in, you’ll only see the inside of the same room for a few days.

Eurobest is a rather small award show when it comes down to judging conditions. But even so, we were still locked up with eight jurors in a small hotel room for three days. The bed was replaced by a round table and eight chairs. We spent every day watching the at screen television on the wall, accompanied by the sound of a coffee machine grinding beans in the background. The lucky ones had a chair facing the small hotel room window. The only hope of a mental escape was the sight ofthe roof of the Basilica Del Sacro Cuore across the street. We were fac- ing a life-size gilded gure of Jesus, shining like a promo star in his gold leaf coat. He was holding up his right hand in the direction of the Villa Borghese, two kilometres further down the road, where we would rather have been than in a standard double room occupied by eight people who were rather embarrassed to be sharing one bathroom. If you were lucky, someone was grinding coffee beans just when you were in there.