[ Athletes World | Nike | Telus | Worldwide Short Film Festival | WestJet ]

WORLDWIDE SHORT FILM FESTIVAL

To attract audiences to the Worldwide Short Film Festival in Toronto, Taxi believed that the strategic and creative task was to establish the ways in which short films were just like their longer counterparts in the most important aspects, but with enough differences to make them interesting. To do this, the agency's approach was to demonstrate that short films fulfil all of the same conventions as longer ones, albeit in their own way.

This year's campaign for the Festival, the fifth that Taxi has developed, took people into the filmmaking world. TV/cinema was a peek at the tricks of the short film trade, as taught by Ian Heidegger, a self-proclaimed short film genius. Print, which focused on the other aspects of moviemaking such as production schedules, critics' reviews and film scores, reinforced that short films really are, well, short.

Festival attendance continues on a strong growth trend: average attendance has increased 25% each year, with accumulated increase in attendance netting out at 100%. And in keeping with the goal to highlight the similarities between long films and their shorter counterparts, the campaign for the Worldwide Short Film Festival won a Gold Lion in that ultimate film town: Cannes.

TELEVISION

Love Scene	Good Cop
Character	Special Effects

RADIO

Score	Trailer
Director

PRINT

Review In Site	Review
Notice	Schedule
Score	Storyboard
Small Space Ads
3 Postcards	Stamp Postcard