Jury Statement: Sandra Freisinger-Heinl, MA Media, Munich
Awardee: Hollywood Branded, Los Angeles
It is well known that people today get to know each other and fall in love more and more online . Embedding a flirting or dating app as a central element in a feature film is new and, as we find it, the Film Book Club has really succeeded. All three leading actresses are already ‘experienced in life’. One of them is looking for a new partner and is very charmingly urged by her friends to use the Bumble app. What particularly convinced us in the jury was the unobtrusive and often humorous way in which the app was operated – just the way you can imagine it in real life. The film thus provides an instruction for action for the app. With lots of details like an accidental funny photo or what happens when you delete the app and then want it back. This is an outstanding example of what the communication instrument Product Placement can achieve – the results for the film and the company Bumble were correspondingly successful.