The movie Blizzard of Souls – our pride and joy

We are proud to have worked on the biggest Latvian movie project in recent decades. The communication campaign for director Dzintars Dreibergs' movie Blizzard of Souls was one of the biggest campaigns of 2019, reaching over 1,400 media publications and 3.5 million social media users. Since its premiere on November 8, 2019, the movie has been watched by over 250,000 viewers making it the most watched movie of all time in modern Latvia, and even besting notable Hollywood blockbusters such as Titanic and Avatar.

This campaign was full of creative solutions to appeal to each and every member of the Latvian public. More than half of Latvians go to the cinema less than twice a year, and when they do, they mainly go to watch comedies. When the government awarded co-financing a few years ago to a screen adaptation of Aleksandrs Grīns' novel Blizzard of Souls about Latvian soldiers during World War I and entrusted it to a little-known director, plenty of people shook their heads sceptically. Our job was to get the public interested in this war drama as an event of historical and social significance and to dispel critical scepticism about Latvian cinema. Extensive communication and the emotionally-charged launch made the film's premiere the main event of the month in which Latvia celebrates the anniversary of the proclamation of its independence, and turned the movie into a story that everyone should know.

For Deep White, this campaign brought not only great joy, pride and satisfaction, but also awards in two categories of the Baltic communication competition Mi:t&Links, where the campaign "Blizzard of Souls: a Story that Everyone Should Know" was acclaimed as the best campaign in the Consumer Relations category and was also awarded 2nd place in the Integrated Communication category.