In February we were asked by Silverstone to think of an idea for an April Fools film. We love this type of challenge, it’s really rewarding to be in involved right at the start of a project and watch the ideas evolve into the finished film. So step one, we asked ourselves this question, what makes a great April Fools film?
In 2016 we produced an April Fools film for Citroen. This capitalised on their sponsorship of Arsenal Football Club and told the fictitious story of how the Emirates Stadium was having a retractable roof fitted to enhance the fan experience, http://kingdom-creative.co.uk/view/share/3235. This film went down a storm and I was delighted when I walked into a pub on the evening of April 1st to hear a group of Arsenal fans talking about it, just superb.
We wanted to learn the success lessons of the Arsenal film and ensure the Silverstone film was even better. Although the Arsenal film was a huge success, I felt that the viewer started to suspect that it was an April Fools around half way through. For the Silverstone film we waned three phases in the viewer’s journey. Phase 1 would be the main bulk of the film during which period the viewer completely believed the story. Around 80% of the way through we wanted a moment where the viewer suddenly started to questioned the story, then at 90% of the way through a moment when they would smile in the knowledge that they had been tricked for sure.
Enjoy watching the film and look for the 80% moment which was the left-handed tarmac and then the 90% moment, the left-handed flags.
This film was viewed by 1.5 million people across Silverstone’s social media channels and not a penny was spent on promotion. drivetribe.com and f1i.com both voted the video best April Fools film 2017. A really proud result for us at Kingdom and best of all a very happy client.