CANADIAN FILM CENTRE HIRES TAXI FOR SHORT FILM FESTIVAL
By Adnews Staff
The Canadian Film Centre has hired Toronto agency Taxi to promote its Worldwide Short Film Festival. The agency has worked for the annual festival every year since its launch three years ago. The 2003 event will take place from June 3 to June 8 in Toronto. Advertising for the festival broke last week in Now Magazine. The print ads present a character called "Long," depicted in situations in which "'Long' is Bad but Short is Good." The ads will also run in the National Post, Time, Hollywood North and Playback. Other advertising includes Viacom subway posters as well as Zoom Media restaurant washroom ads, rack cards and street postings. Thirty-second television commercials, made to resemble a feature film, also show the Long character behaving badly. The ads will air on Bravo, Movieola, the Documentary Channel, Showcase Action and Showcase Diva. The campaign will run until the end of the festival.