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Film North October 22, 2012
Posted by
Lucy Wing
Film North CONCRETE Brand Campaign Case Study
Film North
The Challenge
An international film festival was being introduced in a small northern Ontario town. While Huntsville had little credibility as a cultural hotspot, the intent was to leverage the proposed festival’s timing of a week after of the Toronto International Film Festival as a opportunity for a complementary but clearly distinct experience in Ontario’s cottage country. Concrete was hired to create a brand identity for this new festival that would drive interest and traffic to this destination.

The Solution
Concrete created a personality for the festival and the hosting town of Huntsville as a quirky but unpretentious, welcoming place for young talent from around the world. By combining standard film festival imagery, like the Cannes laurel leaves, with northern Canadiana kitsch, the festival was able to attract the attention of both Canadian and international audiences, in spite of a very slim marketing budget.

The Results
Film North is now into its third season and attendance, interest and recognition continues to grow. Media attention for a festival of this size has been remarkable. And merchandising that Concrete also developed has become a valued collectable and, as a result, a very welcomed but unexpected source of incremental revenue.

View the complete CONCRETE case study:
» PDF - Case Study [8 MB]

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Film North October 21, 2012
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