I was lucky enough to have such a prestigious account as the first major client that I was able to run single-handedly. Taking on such a heavily-awarded account that has to compete with so many other festivals and cultural events in the city on a shoestring budget was not an easy task.

 

For years, doug & serge focused on how this festival is ideal for people with short attention spans. But, with the ever-increasing number of free online videos available, we now needed to convince people to pay to watch short films

 

Our 2011 creative centered on a relevant insight that there is a significant difference between online videos and WSFF’s short films: QUALITY. By enlisting three short film directors, we set out to demonstrate this by having them re-create one of the most famous online videos of all time: Charlie Bit My Finger. Using three different genres, these directors created short films showing that when you combine professional direction, acting, editing, and sound – clearly proving why it’s worth attending the festival.
 

The 2011 campaign doubled their box office sales in addition to a 60% increase in website traffic and 945% spike in YouTube channel views. The festival audience grew a further 18% in 2012 when we extended the campaign.