Canadian Film Centre promotes Worldwide Short Film Festival
By Adnews Staff
The Canadian Film Centre of Toronto began a new advertising campaign this week for its 2008 Worldwide Short Film Festival. The campaign, created by Toronto-based Doug Agency, consists of television, print and out-of-home advertising, along with online videos. According to the agency, the creative highlights the short attention span of the modern audience and uses the tagline, "Shorter is Better." Broadcast ads will air on CTV specialty channels and Movieola, as well as on Clear Channel outdoor video billboards at Dundas Square in Toronto. Print ads will run in Eye Weekly, Playback Magazine, the National Post, and Time Magazine. The campaign also includes street posters and streetcar ads. In addition, miniature newspaper boxes featuring the festival logo have been installed around Toronto near existing groups of newspaper boxes. A telemarketing component will also be used in the weeks prior to the start of the event. "This year's campaign positions the WSFF as the perfect entertainment event for audiences to experience the widest range of cinematic offerings in the shortest amount of time," said Barry Patterson, the centre's director of marketing. "Audiences will get a taste of domestic and international short films programmed by industry experts proving shorter is better."