October 22, 2012
Posted by Lucy Wing
CONCRETE Brand Campaign Case Study
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.
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.
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]