The IDFA Festival must be announced each year. For a number of years now we have implemented a campaign based on the idea that reality can be more gripping than fiction. The theme of the campaign is: you can’t make up reality. Each year we attempt to reload this theme in a surprising and new way aimed at attracting a wider audience to the IDFA Festival.

In earlier campaigns we used film reels; they are a metaphor for the documentary that makes you think, that you can learn from, and can change the way you look at certain things, you can’t make up reality. In the current poster we made four panels with four different types of people who represent the IDFA visitor.

2008 – 145,000 visitors2009 – 165,000 visitors2010 – 180,000 visitors