Canadian Film Centre promotes World Wide Short Film Festival
The Canadian Film Centre is conducting an advertising campaign for its World Wide Short Film Festival, which is taking place in Toronto until June 6. The campaign, developed by Doug & Serge of Toronto, uses the tagline, "The End is Near." It includes transit, television, cinema and print advertising, as well as online video. The print ad, running in Maclean's magazine, consists of a long text message intended to test a reader's attention span. The videos depict situations in which "shorter is better," such as removing a bandage. The campaign also includes the use of a branded vehicle called the "Short Film Marquee Bus," on which riders can view a short film for free. A related contest is being conducted in Eye Weekly and on Facebook, the winner of which will receive the use of the bus for an evening for a party of 18 and tickets to the Alternative Comedy Showcase. "Over the years we have worked with the Doug & Serge team, our box office results have doubled," said Barry Patterson, the centre's director of marketing and communications. "They tapped this wonderful insight about short attention spans that has fed a wave of great creative thinking to help us promote the festival. We have added new components this year by taking to the streets with a new Short Film Bus and contest in conjunction with Eye Weekly to complement our usual fun and provocative creative."