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Incentivize filmmakers from around the world to create a silent, one-minute short film to be screened on TTC subway platforms during the Toronto International Film Festival.
Approach: Strategy
1. Identify the opportunities:
Distill the benefits filmmakers would get if they created work within these constraints
2. Share expertise:
Provide added value with tips for filmmakers that helped with building their knowledge of the craft
3. Foster community:
Engage with posts and be present in comments. Champion and spotlight filmmakers to boost visibility
Additional strategy
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Discovered and launched on FilmFreeway, a new online platform to manage submissions and expand our reach to filmmakers
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Forged alliances with 1-minute film festivals in other countries to leverage their content and audience
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Shared influencers' content who would reciprocate, share and amplify our messaging
Action:
Created messaging that highlighted compelling incentives for filmmakers:
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What would you convey to an audience of 1 million commuters/day during the Toronto International Film Festival - TIFF?
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The challenge of creating work that could capture this audience
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$100 honorarium and award-winning films could win large cash or sponsored prizes
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Their work seen by a celebrity guest judge, who reviewed the films personally and handed out the prizes at our awards ceremony
Guest judges:
Zaib Sheik, Patricia Rozema, Guy Maddin, Bruce McDonald, Jennifer Baichwal, Atom Egoyan, and Deepa Mehta.
Results
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Increased submissions:
81% more countries participated
25% more films submitted
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Built a growing, dedicated community
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The message I crafted was repeated back to me in the acceptance speech of the winning filmmaker at our Awards Ceremony
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