Love in Action – Short Film
To promote Lacta chocolate bar in Greece, Kraft Foods and OgilvyOne Athens crowdsourced a 27-minute branded-entertainment film, involving the audience in everything from writing to casting and styling the actors.
During preproduction of the film, consumers voted online and determined the lead roles in the film, the names of the protagonists and even the clothes that actors would wear. Some fans were even recruited to serve as extras on the shoots.
A total of 1.307 love stories were submitted and after intense deliberation, the winning story was transformed into a script by one of Greece’s top screenwriters, George Kapoutzidis. Website