Reel Canada conducts Our Films campaign
Toronto-based non-profit organization Reel Canada has begun a campaign called "Our Films" timed to coincide with National Canadian Film Day on April 19. Developed by Leo Burnett, the campaign consists of installations in 14 markets nationally intended to "highlight the way Canadian films arise out of the communities that inspire them."
The installations vary. Executions include napkin holders and beer coasters at restaurants, branded bookmarks distributed by participating Indigo stores, as well as metal frames holding large TV screens in neighborhoods that have appeared in Canadian films with a label reading "This Film Comes from Here."
The campaign also includes a contest component which consumers can enter by submitting photos of themselves with these installations via social media. Five winners will receive movie passes for a year.
The initiative is supported by television commercials directed by filmmakers Atom Egoyan and Don McKellar. The ads are running on CBC, Bell Media, Hollywood Suite, Corus and APTN. They are also running in Cineplex Theatres, Landmark Theatres and the TIFF Bell Lightbox in Toronto. The effort also includes a website at <http://www.canfilmday.ca>.
"Reel Canada is very excited about this campaign, which really drives home the idea that our stories are us, which is what National Canadian Film Day 150 is all about," said the organization's artistic director, Sharon Corder. "It's a brilliant way to invite all Canadians to join the party on April 19."