Working with longtime partners TBWA\Vancouver, the Vancouver International Film Festival (VIFF) has recently completed this year's ad campaign. In addition to the always anticipated, award winning trailers, the creative includes a boldly designed poster and brutally entertaining online video game.
In the past, VIFF has poked fun at Hollywood's bland, cookie-cutter movies and also celebrated the often quirky nature of entries into VIFF. This year, the creative theme was flipped around and focuses on the theatre attendees.
"It's always a challenge to keep the VIFF trailers fresh and exciting. We thought it would be fun to focus on the festival experience itself and not the films that are showing," says TBWA\Vancouver Creative Director, Paul Little. "It'll be cool to see the audience reaction to funny characters and situations - especially the ones they just experienced themselves, five minutes earlier."
The six spots include; The 'Seat Saver', The 'Over-analyzer', The 'Not Really Into Foreign Films Person', The 'First Question Asker at the Director Q&A Person', The 'Front Row People' and The 'Die-Hard'. Each one is an insight into a true experience that a film-goer has when they attend the festival. We want to recognize and celebrate them by saying "thanks".
"This year marks our 12th year in partnership with VIFF and each year it's a chance for our team to push creatively" says Andrea Southcott, President TBWA\Vancouver. "The spots were filmed locally at the Granville 7 Theatre, working with our partners Soft Citizen, Tonic and GGRP."
The poster, which is hard not to notice no matter where you go in Vancouver, is a graphic interpretation of a film leader. It's clever reference to film can be appreciated by everyone - whether you're an extreme cinephile or a casual attendee of the festival.
The online game, Elbow Wars, was created in partnership with Toronto's Secret Location. The game lets you challenge a friend - or the computer - to a duel for the armrest. The colourful commentary and epic music keep it new and exciting every time you play.
The 27th annual Vancouver International Film Festival will be held September 25 - October 10, 2008.
