To draw attention to its contribution to Canadian culture, Astral Media has launched a humorous advertising campaign created by ad agency BOS.
A 60-second commercial depicts a director discussing his script with a producer who obviously does not want to part with his money, and imposes rather severe artistic compromises. The spot’s objective: to show that “it just wouldn’t be the same without funding.”
Another 30-second message showcases Astral’s contribution to the music industry with a band of middle-aged rockers still waiting for their big break due to lack of financing.
“Astral essentially finances three areas of culture in Canada: television, music, and cinema,” said Hugues Mousseau, manager, corporate communications. “Our partners and initiatives are pretty well known, but only within the industry. With this campaign, we want the public at large to realize that financing plays a crucial part in supporting culture, and that Astral is very proud to be able to play this role.”
Since their launch in 1986, Astral’s Fonds Harold Greenberg and its English counterpart, The Harold Greenberg Fund, have donated over $70 million to various projects. It invested over $20 million in close to 800 French-language film and television projects. It is also being credited in the upcoming film adaptation of Mordecai Richler’s novel Barney’s Version, as well as Score: A Hockey Musical, both screened this week at the Toronto International Film Festival, of which Astral is a sponsor.
Astral also finances the production of music videos and develops other projects to support songwriters, composers, and performers.
“In 2007, when we acquired Standard Radio, we had to reinvest a portion of the transaction amount because of CRTC guidelines, but we decided to go further,” said Mousseau. The result has been a series of culture-focused initiatives, including a partnership with the Songwriters Association of Canada. The company also wants to create a showcase of songs from Quebec for those in the television industry looking for music for their programs.
“In the music industry alone, we will be investing $105 million over the next seven years,” Mousseau said.
The awareness campaign is being broadcast on all of Astral’s television stations, as well as on YouTube. The commercials were also screened at the opening of the Toronto International Film Festival.
Roger Gariépy and Hugo Léger were co-creative directors on the project. André Turpin was director of photography, and Roger Gariépy directed the ads.
The production company Les Enfants and the studio La Majeure also collaborated.
