CLIENT
Full Frame Documentary Film Festival
Nancy Buirski, Executive Director
Robyn Yigit Smith, Festival Dir.
Kristin Hondros, Mktg. Dir.
AGENCY
David Baldwin, Executive Creative Dir.
Mitch Bennett, Senior Copywriter
Regina Brizzolara, Dir. of Broadcast Production
Lisa Hughes, Group Account Dir.
Helen Linardakis, Account Executive
Wes Whitener, Senior Art Dir.
SUMMARY
In order to survive 2005, the Full Frame Documentary Film Festival had to grow ticket sales 15%. To achieve this goal, the festival needed to broaden its appeal beyond the documentary film aficionado to a more mainstream yet culturally savvy audience open to entertainment options beyond the expected Hollywood fare but that perceived documentaries as dull and boring. "Realitywood" was created to play off Hollywood's penchant for melodramatic clich. This integrated "anything goes" campaign underscored the honesty, importance and pure entertainment value of documentaries. As a result, 2005 ticket sales grew 24%, 1.6 times the goal and four times the growth rate of the past three years.
