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As the official bank of the Toronto International Film Festival (TIFF), RBC is celebrating originality in film with a multi-platform campaign that launched Thursday, the same day the 10-day festival opened.
The three 30-second TV commercials follow traditional movie plotlines but end with a twist. For instance, “Western” starts with a good-looking cowboy telling a little boy to “be good” before the cowboy rides off into the sunset. The super “not original” appears on the screen and then cuts to the start of the commercial again, only this time the cowboy is a centaur and the word “original” pops up on the screen.
The ads end with RBC’s blue-suited, bowler hat-wearing advisor Arbie with a movie clapper.
The campaign from BBDO Toronto includes print, online, cinema trailers, program guides, newspaper, wall projections, and other various TIFF collateral materials. M2 handled the media buy.
RBC signed a 10-year sponsorship agreement with TIFF three years ago and has committed to various Festival related initiatives including the RBC Learning Studio housed within the TIFF Bell Lightbox.
“[The festival has] got some great mystique,” said Jim Little, RBC’s chief branding officer. “It’s a great festival that has emerged over 35 years. [Toronto is] our hometown and it’s their home town.
“Every year we do more because it’s a property people in Toronto love,” he added.
