Brief
Reevaluate Kodak’s emotional value and translate it into a new brand experience built around memories, togetherness and connection.
Insight
People are feeling more isolated, even when surrounded by others. There is a growing need for meaningful, low-pressure ways to connect, especially in moments when leaving your comfort zone feels uncomfortable.
Idea
La Vita turns Kodak’s core value of shared memories into a new kind of brand experience: a film festival built around connection. The strategy was to use movies as a familiar, low-pressure reason for people to come together, especially for those who feel lonely or uncomfortable entering social spaces on their own.
Instead of creating another large entertainment event, La Vita focuses on smaller, more intentional moments where people can bond through a common interest. The festival uses Kodak’s nostalgic and human emotional value to create an experience that feels warm, accessible and socially meaningful. Sharing memories of living together in the moment
