CLIENT
Full Frame Documentary Film Festival
Nancy Buirski, Executive Dir.
Robyn Yigit Smith, Festival Dir.
AGENCY
Helen Linardakis, Account Executive
Dino Valentini, Sr. Art Dir.
David Baldwin, Executive Creative Dir.
Regina Brizzolara, Dir. of Broadcast Production
Anson Burtch, Broadcast Producer
Lisa Hughes, Group Account Dir.
SUMMARY
How do you grow a stagnant brand that has already attracted its "best customers" in the market? To increase attendance, Full Frame needed to broaden its appeal beyond the documentary film aficionado to a more mainstream audience that perceived documentaries to be "dry and boring. " And complicating matters was the glut of "reality" TV shows that misrepresented how entertaining and intriguing the true reality of documentaries could be. By creating a campaign that used documentary-style real-life film vignettes and news-style print ads, we were able to showcase how compelling true reality could be. As a result, the 2004 festival experienced sixteen sold-out performances and a 15% increase in tickets sales.
