GLOBAL – VANCOUVER, CANADA, DECEMBER 5, 2011: Unexpected stories find screen time at the Whistler Film Festival. To show that the program deviates from generic Hollywood fare, Dare Vancouver has created a campaign with three familiar tropes.
Taking the cue from Tangled, the animated "Princess" spot created with Tokyoplastic in London starts like a lovely princess story by Disney, but takes a violent turn.
Two live action commercials, "Packing Up" and "Gangster", were shot with Jeff Low from OPC, and edited by Matthew Griffiths and Rob Doucet at Cycle Media.
Sponsor
“Mainstream movies are predictable, with the same stories told time and time again. Hardcore film buffs who attend festivals like Whistler want see something new and original. They enjoy the experimental nature of festivals—sometimes they get something good, sometimes terrible, but it’s always original and unexpected.” says Rob Sweetman, Executive Creative Director at Dare.
The campaign continued on the street with unexpected stories in unexpected places. Stories were hidden in what appeared to be rezoning signs, condo sale boards, pizza flyers and help wanted ads. The copy in each starts out quite expected, but takes a strange twist into tales of drug trafficking, murder and romance gone wrong.
Over 30 Craigslist ads were seeded, with items like a chainsaw for sale. After starting with a few lines of technical specs, a dark tale emerges of its grisly use in disposing the body of a murder victim.
On Flickr, people are encouraged to comment on fictional Hollywood-style movie posters with their own unexpected plot. The most imaginative, unexpected plot submissions win all-access festival passes.
The Whistler Film Fest runs from November 30 to December 4. This year’s festival features over 80 films, including the debut of features from David Kronenberg and Jason Reitman.
