Toronto Jewish Film Festival: Agent Rabinowitz

The Toronto Jewish Film Festival’s (TJFF) new advertising campaign creatively lets movie buffs know it screens only the best in Jewish film. As the preeminent Jewish film festival in North America, the TJFF applies a rigorous approval process to determine which films will be featured in their programme. Just because a film is “Jewish” it doesn’t necessarily make it into the festival. “It has to be good. Real good.”

To broaden its reach and drive ticket sales beyond its predominantly older Jewish audience, TJFF partnered with DDB Canada’s Toronto office to develop an advertising campaign targeting a younger Jewish and non-Jewish demographic.

“The Toronto Jewish Film Festival is a celebration of great filmmaking and features only the finest of movies, documentaries and shorts,” says David Ross, Creative Director, 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 integrated campaign includes print, television, radio, out of home, in-restaurant and digital advertising with all executions driving traffic to TJFF.com to purchase tickets and learn more about the festival.