Directors are crying over the Calgary International Film Festival, or at least they are in an advertising campaign for the festival from local agency Wax.
Online banner ads, posters, print ads and TV spots with the tag line “Only the best films make it” feature directors’ reactions when their films are rejected for inclusion in the 10-day festival that started Sept. 24.
Posters and print ads feature directors with bloodshot eyes, clutching their rejection letters. There is even a crying billboard where the director sheds “real” water tears.
One TV spots has a rejected director smashing her film equipment and another selling his equipment at a lawn sale, while web banners allow viewers to “accept” or “reject” a filmmaker while watching their reactions.
Joe Hospodarec, executive creative director for Wax, said the idea was to “let people know about the high quality, entertaining films that showcase the festival’s commitment to programming the most innovative and acclaimed cinematic work.”
