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Toronto Jewish Film Festival begins campaign

The Toronto Jewish Film Festival has begun a new advertising campaign. The initiative, developed by DDB Canada and Tribal Worldwide, focuses on the quality of the films shown during the event. The intent of the campaign is to attract younger and non-Jewish viewers to the festival. It includes print, television, radio, out-of-home, in-restaurant and digital advertising. The campaign will run for four weeks in the Greater Toronto Area. This is the second year DDB has developed a campaign for the festival.

"The Toronto Jewish Film Festival is a celebration of great filmmaking and features only the finest of movies, documentaries and shorts," said David Ross, creative director at DDB Canada Toronto. "To demonstrate the quality of films screened, the campaign's creative shows absurd titles of the rejected films that didn't make the cut."

The 2014 Toronto Jewish Film Festival will begin May 1 and will run for 11 days. It will feature 116 movies from 23 countries, showing at various Toronto theatres.

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