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Canadian Film Centre promotes short film festival

The Toronto-based Canadian Film Centre has begun a new ad campaign for its annual Worldwide Short Film Festival. The campaign, created by Doug Agency of Toronto, is intended to illustrate the advantages of short films and the emotions evoked by them. The three television commercials, called “Hockey,” “Casket” and “Breast,” depict the plot twists of various kinds of films. The ads will run on MuchMusic, MuchMoreMusic, Bravo, Star, SexTV, Space and Omni Television. The campaign also includes promotional workers from Pixman who will walk the streets of downtown Toronto displaying the commercials and a highlight reel on video screens mounted above their heads. The ads will also run on Clear Channel video billboards at Dundas Square. The print creative presents images of a movie theatre seat in several situations to represent the types of films at the festival. These ads will run in the National Post, Time and Eye Weekly. Additional elements will include street posters, transit shelter ads and exposure in Rainbow Cinemas in the Toronto area, as well as online materials. “The new creative concept is as entertaining as the festival itself and clearly delivers our belief that short films are as engaging and relevant as all other forms of cinematic entertainment,” said Barry Patterson, director of marketing at the Canadian Film Centre. The event will run from June 13 to 18.

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