What can you say about another film festival? Ogilvy Canada says that the Canadian Film Fest (CCF) is an exhilarating not-to-be-missed experience by showing how eyes respond to Canadian films.
The campaign, Eyeballs Up, aims to inject the excitement of being captivated by a unique film, in an era of franchise fatigue, distracted viewing and little hand-held screens. The campaign coincides with the 20th anniversary of Toronto’s largest festival exclusively dedicated to Canadian films and filmmakers highlighting Canadian talent, both established filmmakers and emerging creators.
To produce the campaign’s powerful metaphor for the experience awaiting audiences, CFF invited members of the film community to watch some of the festival’s most emotional and moving titles, capturing their unfiltered, eye-level reactions as the stories unfolded.
“In the era of endless sequels and remakes – and as audiences are increasingly glued to their handheld screens – art, craft and fresh, deeply human narratives are needed more than ever,” stated Bern Euler, founder and executive director of the Canadian Film Fest. “We believe Canadian cinema offers exactly that – compelling, original stories that demand and deserve your full attention. Brimming with originality, diversity, and creativity, this year’s program is the very best of Canadian filmmaking, and we hope attendees lean in and truly see.”
Eyeballs Up draws inspiration from the ‘Elbows Up’ movement, a Canadian expression of solidarity, toughness and pride, urging people to stand their ground. The creative features close-up, emotive eyes, underscoring the campaign’s core message – Canadian cinema is powerful, and it is worthy of your undivided attention.
The full campaign covers online video, TV, social, and digital media.
