Europa Filmes

To promote the movie “Buddies”, we made the whole country dream along with a young actor with Down’s Syndrome.

The results

The campaign #ComeSeanPenn helped Ariel know his idol. The campaign video was the 6th most shared video in the world.

The challenge

Create a campaign that would promote the movie “Buddies”

Protagonized by actors with Down’s Syndrome, the feature film repelled investors and distributors. Our purpose was to make the public react different, without the same prejudice.

The solution

Promote the movie making the protagonist’s dream come true

Ariel had a big dream: knowing Sean Penn. Unfortunately, the actor is known by his aversion to media and paparazzi. Even so, we decided to invite him to the movie première. Then, we created a video telling Ariel’s history so that people could share it on social media with the difficult objective of getting it all the way to Sean Penn.