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Sundance Institution: Rebellion - Story
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To help promote the 2010 Sundance Film Festival, the Sundance Institute assembled a team of individuals with long-standing Sundance ties to launch the Film Festival's boldest multimedia campaign to date. Josh Rogers, now creative director for Imagination The Americas, joined longtime Sundance brand/creative guru Jan Fleming to create the new campaign concept. Graphic designer Volker Durre of Durre Design rounded out the core team. In collaboration with Sundance Founder Robert Redford and new Film Festival Director John Cooper, the team looked to the roots of Sundance to engage audiences in new, more active ways.The first-of-its-kind campaign is a call for REBELLION - away from what's worked, away from what's safe and understood, and toward the brave new ideas that will lead us all forward.
With "REBEL" front and center, the campaign includes four animated film trailers that debut beginning January 21, and show prior to all Festival film screenings as well as being viewable online. The campaign also features “rebellious” print and banner ads, to be complemented by hand-made interactive and out-of-home elements, as well as campaign print and merchandise that take the Festival home.
Writer: Josh Rogers, Jan Fleming Related |
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