JWT Promotes the Canadian Film Fest with Cliches

By Erik Oster 

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