Toronto Jewish Film Festival conducts campaign
The Toronto Jewish Film Festival has begun an advertising campaign in support of its upcoming event. The campaign, called "Jewish Enough," was developed by FCB Toronto. It is intended to broaden its appeal with non-Jewish millennial-aged consumers and change public perceptions about the festival. The campaign seeks to convey that a viewer doesn't have to be Jewish to enjoy the shorts, feature films, animated movies and documentaries shown at the event. The creative makes use of the tagline, "Are you Jewish enough?" The effort includes television, radio, print, transit and digital advertising, as well as online videos.
"In a subtle and fun way, the ads show it takes very little to qualify to attend the TJFF," said Jon Flannery, chief creative officer at FCB Toronto. "Like bagels? You're in. Wear a small knit cap that may or may not look like a yarmulke? Good enough. All you really need to be Jewish enough to enjoy the TJFF is to enjoy really great film from around the world."
The Toronto Jewish Film Festival will run from May 5 to 15.