For 35 years the Toronto International Film Festival has been showcasing the world’s greatest films. Initially known as “The Festival of Festivals” it was an annual event that introduced Toronto to a collection of the best films from other festivals around the world. In the ensuing years, TIFF defined itself as the preeminent festival in film, second only to Cannes, and is now considered the premiere film festival in North America from which the Oscar race begins.The objective of this year’s campaign was to promote the festival and drive attendance. The goal was to engage, not only devoted cinefiles, but to encourage the average person to experience a world of film, to highlight the diversity of films being shown and more importantly, demonstrate accessibility.

The line used to promote the festival was: 11 days. 300 films. 300,000 tickets. What will you see? Political cartoonist, illustrator and writer Gary Clement, was commissioned to develop a cast of characters that defined every type of film-goer, and to demonstrate the huge diversity of the festival audience. Each piece in the campaign was meant to highlight the different places, people and perspectives that make up the world’s most accessible film festival.

The location and scale of the campaign mainly targeted Torontonians and garnered an attendance of over 250,000 people over 11 days in September.