The Toronto Jewish Film Festival’s (TJFF) new advertising campaign creatively lets movie buffs know it screens only the best in Jewish film. As the preeminent Jewish film festival in North America, the TJFF applies a rigorous approval process to determine which films will be featured in their programme. Just because a film is “Jewish” it doesn’t necessarily make it into the festival. “It has to be good. Real good.”
To broaden its reach and drive ticket sales beyond its predominantly older Jewish audience, TJFF partnered with DDB Canada’s Toronto office to develop an advertising campaign targeting a younger Jewish and non-Jewish demographic.
“The Toronto Jewish Film Festival is a celebration of great filmmaking and features only the finest of movies, documentaries and shorts,” says David Ross, Creative Director, DDB Canada Toronto. “To demonstrate the quality of films screened, the campaign’s creative shows absurd titles of the rejected films that didn’t make the cut.”
The integrated campaign includes print, television, radio, out of home, in-restaurant and digital advertising with all executions driving traffic to TJFF.com to purchase tickets and learn more about the festival. Suppliers who generously donated their time to produce the campaign include: Toronto-based Suneeva and director Lewis, Rooster Post, Fort York VFX, Alter Ego, Jigsaw Casting, Pirate, Westside Studios and Shanghoon. The campaign kicks off this week and runs for four weeks in the Greater Toronto Area.
“This year, we received over 500 submissions and spent hundreds of hours reviewing entries to create an exceptional line-up of dramas, comedies, romances and documentaries that share fascinating stories that reflect the rich diversity of the Jewish experience,” explains Helen Zuckerman, Artistic Director, TJFF.
This is the second year DDB Canada and TJFF have partnered together. Last year’s campaign, “Film. It's What Jews Do Best,” is credited for increasing overall box office sales by 14 per cent from the previous year, nearly tripling the targeted five per cent increase. The campaign was honored at both national and international creative award shows and was recognized for its effectiveness, earning silver at both the CASSIES and CMA awards.
This year’s festival begins May 1st and will run for 11 days with more than 116 movies from 23 countries showing in various theatres across Toronto.
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