TIFF begins Fellini exhibition campaign
By Adnews Staff
Toronto-based TIFF has begun a consumer advertising campaign for a new exhibition that will begin on June 30 called "Fellini: Spectacular Obsessions." The campaign, aimed primarily at adults between the ages of 25 and 54, focuses on the Italian filmmaker's interest in celebrity and paparazzi. From June 30 to July 3, the company will conduct a four-day experiential campaign developed by Launch, during which promotional workers dressed in period costumes who will hold screenings of Fellini clips on walls in Toronto's Little Italy neighbourhood. In mid-July, the company will conduct a social media contest called "Your Obsessions," developed by The Juice Agency. Consumers can enter by submitting a picture of one of their own obsessions accompanied by a single word to describe it. Weekly winners will receive exhibition tickets, while the grand prize winner will receive gala tickets to the Toronto International Film Festival, exhibition tickets and dinner and hotel for one night. The advertising creative makes use of black-and-white images of celebrities from Fellini's time, accompanied by an orange sticker placed to hide part of the picture and the tagline, "Uncover the Art of Scandal." The campaign includes transit shelter, poster, postcard print, online and radio advertising. The campaign was developed in-house, while media planning and buying was handled in association with Endeavour. "The creative concept of the campaign was inspired by European advertising which helped evoke the unique, sexy cool of Rome in the 1960s in a subtle but powerful way," said Jenny Norush, director of marketing at TIFF. "It contextualizes the theme of celebrity culture and scandal running throughout the exhibition and provides continuity to the campaign throughout all of our platforms. The result is a tantalizing and playful campaign with multiple entry points that will be impossible for Torontonians to ignore."