JWT Canada launched a campaign promoting the 2015 Canadian Film Fest, which runs at Toronto’s Royal Theatre from March 25-28th.
Last year, JWT Canada promoted the event with the tongue-in-cheek “Canadian Zombie” spot. This year’s effort takes a similarly lighthearted approach, imaging “The Academy of Cliche” which is exactly what it sounds like. The academy’s head instructor describes their approach — “The Cliche Method” — as emphasizing repetition and predictability. “If I can’t see it coming, I already don’t like it,” he says. Text at the end of the spot invites viewers to “Escape the cliche,” positioning the 2015 Canadian Film Fest as the opposite of what they’ve just seen.
It’s a lighthearted yet effective way to promote the event, even if its humor never quite lands as intended. In addition to the two-minute cinema ad (featured above), JWT Canada is also releasing a series of shorter broadcast spots leading up to the festival.
Creative Agency: J. Walter Thompson Canada
Chief Creative & Integration Officer: Brent Choi
SVP Exec Creative Director: Ryan Spelliscy
VP Associate Creative Director: Colin Winn
Copywriters: Colin Winn, Tyler Schell, Pip Scowcroft
Art Directors: Christian Martinez, Kara Wark
Producers: Caroline Clarke, Chris Huber
Production Company: OPC
Director: Jono Hunter
DOP/Cameraman: Andre Pienaar
Executive Producers: Liz Dussault, Harland Weiss, Donovan Boden
Line Producer: Dennis Beier
Editorial Company: School Editing
Editor: Aaron Dark
Editorial Assistant: Drew MacLeod
Executive Producer: Sarah Brooks
Colourist: Conor Fisher, Alter Ego
Online/Visual Effects: Fort York
Music: Grayson Matthews
Casting: Mann Casting