Canadian Film Centre promotes short film festival
By Adnews Staff
The Toronto-based Canadian Film Centre has begun an advertising campaign for its 2007 Worldwide Short Film Festival, which will take place in that city from June 12 to 17. The campaign, developed by Doug Agency of Toronto, uses the tagline, “Shorter is better.” The creative features a character named Pascal who is an activist for things that are short. In one television commercial, the character cuts his sister’s hair with a pair of hedge trimmers as she prepares for her prom. The campaign includes five TV ads as well as print and outdoor advertising, a series of online videos and a website at <http://www.shorterisbetter.com>. “The WSFF is the world’s premier short film festival, therefore worthy of having a champion, so our creative idea was built around creating a champion of all things short,” said agency chairman Doug Robinson. “Our character Pascal is the focus of five fun and provocative vignettes that are sure to entertain and spark people’s interest in the festival.”