Toronto After Dark Film Festival campaign underway
By Adnews Staff
The Toronto After Dark Film Festival has begun an advertising campaign called “Three Genres, One Roof.” The festival, which will run from Oct. 20 to 24, will feature international science fiction, horror and fantasy films. The creative, developed by Extreme Group of Halifax, depicts a martial artist, an astronaut and a psychotic in a mask as roommates in an apartment. “This being the first year of the festival, we wanted to do something that would really get them the attention they were looking for,” said Shawn King, creative director at the agency. “I mean imagine a space captain, a martial arts master and a psycho living together? This idea at the very root is funny, but more importantly, it’s right. And the best part is we have so many mediums working for us, TV, the web, wild postings, it’s all there. As far as we’re concerned these people are real and we’ve treated it that way.” The campaign includes four television commercials, two radio ads, street posters and an online component. Online promotion includes banner ads, online classifieds ads, MySpace.com pages and YouTube.com videos, as well as an overall website at <http://www.lookingforroommate.com>.