Whistler Film Festival breaks New Terrain campaign
By Adnews Staff
The Whistler Film Festival has begun a new brand campaign to promote its seventh annual event. The campaign, called "New Terrain," was developed by Taxi Vancouver. The campaign is intended to portray the festival as "a celebration of the visionary, the daring and the curious," while also highlighting the beauty of the mountain venue. The campaign consists of television, print and poster advertising. The creative uses imagery from ski hill difficulty signs modified to refer to the movie industry. The television commercial depicts two executives pitching a movie at the top of a mountain. "Our work needed to incorporate the festival's ongoing commitment to the local community while also speaking to a broad, international audience," said Michael Mayes, creative director at Taxi Vancouver. "New Terrains does both by mixing ski hill and film language together."