2024
Valley of Cambra, with great delight.
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TOURISM DESTINATIONS CITIES Promotional film
Synopsis
Valley of Cambra is a Portuguese industrial city. It is located among the large and incredible Portuguese Mountains, one of which is Serra da Freita, one of the most incredible Portuguese natural territories. Being a city with a strong tourist offer, focusing on nature tourism, but also on gastronomic, religious and cultural tourism, the Municipality of Valley of Cambra defined a tourist communication strategy focusing on a new brand and film, developed and created by Lobby Films and Advertising.
Valley of Cambra, with great delight.
The film presents itself as very disruptive, but creatively young, fresh, with a lot of humor and some irony, with the goal of a quick and powerful buzz on social networks and in the territory itself. Taking into account the brand’s signature, “Valley of Cambra, with great delight.”, the narrative path is built through antithesis and reverse psychology, with the main character, a well-known Portuguese character, who represents everything but delight and good taste. “Camaleão” is an internet phenomenon in Portugal and is the guy who dresses with a questionable style, who behaves without elegance, who has questionable musical tastes, in short, who represents everything but delight and good taste. In this way he is the perfect character for the film where he contradicts everything that is said by the voice-over and unquestionably shown in the image. He has no delight and taste in a land of delight and good taste, which is perfect for the film’s ending, which states that Valley of Cambra is a delightful land for delightful people. At the end, the character looks at the camera, devaluing everything once again, and the signature, “Valley of Cambra, with great delight.” appears.
The territory thus positions itself as a territory where its people are very happy to welcome, happy and proud of their land, a land with many tastes, for many tastes.
Its people are delightful to welcome, delightful and proud of their land, a delightful land, for delightful people.
So far, digital reach has been resounding, quick and extremely effective.
| Country | Portugal |
Client |
Vale de Cambra City Council |
| Production Company |
Lobby Films and Advertising |
| Agency | N/A |
Goals of the film
Communicate the new brand and tourist positioning of the territory of the city of Vale de Cambra, promoting its strongest tourist axes, nature tourism, gastronomic tourism, religious tourism and cultural tourism. It is also the film’s objective, through antithesis and reverse psychology, to promote a rapid dissemination of the brand while at the same time elevating the instinct of protection and love of its inhabitants for their land.
The film presents itself as very disruptive, but creatively young, fresh, with a lot of humor and some irony, with the goal of a quick and powerful buzz on social networks and in the territory itself. Taking into account the brand’s signature, “Valley of Cambra, with great delight.”, the narrative path is built through antithesis and reverse psychology, with the main character, a well-known Portuguese character, who represents everything but delight and good taste. “Camaleão” is an internet phenomenon in Portugal and is the guy who dresses with a questionable style, who behaves without elegance, who has questionable musical tastes, in short, who represents everything but delight and good taste. In this way he is the perfect character for the film where he contradicts everything that is said by the voice-over and unquestionably shown in the image. He has no delight and taste in a land of delight and good taste, which is perfect for the film’s ending, which states that Valley of Cambra is a delightful land for delightful people.
Target Group
The target group is the inhabitant of Portuguese territory. Very focused on the one hand on the middle class, family, and seniors, but also on the other, on the young and middle-aged class, lovers of sports in nature, BTT, running and trail walking.
