In Stockholm, Gothenburg and Malmö these posters appeared all over with the single cryptic message: 13-3.se. Turns out, if you go to the site you can create your own che-lookalike image. Warhol would have loved the web, man.
Friday the 13th of March the movie Che – The Argentiner premiers in Swedish movie theaters. At the same time a campaign site is made with the address www.13-3.se. Except booking tickets and watch the trailer the site contains a Che-generator in which you can upload your own face into Che’s silouette. Then you become a Che-lookalike and can send your picture to all your friends or use it on your Facebook site.
The distributor and rights owner of the movie is Scanbox Entertainment with their Swedish office based in Gothenburg. Scanbox wanted something unusual besides the ordinary premiere campaign with ads and promo but did not have a whole lot of money. They turned to Miami Guerrilla Agency who created and produced both a wild posting campaign and a campaign site. The posters where spread in Swedens three biggest cities; Stockholm, Gothenburg and Malmoe.
The Che Yourself-site was published one week before the premiere to create buzz and be spread among Che-lovers and movie-goers. Che – The Argentiner will be shown in theaters in the three biggest cities and some choosen student cities.