Just How Jewish Is That Film? J-DAR Can Tell You - 21st Toronto Jewish Film Festival Campaign

“This year’s campaign takes a tongue-in-cheek approach to communicate that Jewish people have a long-standing reputation for making great films in Hollywood and beyond,” says Helen Zukerman, executive director, TJFF. “TJFF is an authentic cultural experience that celebrates Jewish culture by screening outstanding films, documentaries and shorts from around the world, and showcases quality films that aren’t shown anywhere else.”

“TJFF is largely perceived to be a religious festival – featuring movies heavy on Jewish content and light on action, drama, suspense and laughs,” says David Ross, creative director, DDB Canada. “To expand our reach to include a younger Jewish and non-Jewish demographic, we set out to demonstrate that people are already fans of movies that feature Jewish contribution, they just might not be aware of it.”

Cue the new online tool "J-Dar" and now we can have some fun testing just how Jewish some of favorite films are. Test you're J-DAR HERE and for more about the 21st Toronto Jewish Film Festival HERE.

Credits:
Brief: The Toronto Jewish Film Festival needed to broaden its reach and increase ticket sales. Our challenge was that TJFF was largely perceived to be a religious film festival, featuring movies heavy on Jewish content and light on action, drama, suspense and laughs - a belief that couldn't be further from the truth. We set out to correct this perception by proving to people that while they may not know it, they’re already fans of Jewish movies.

Description: We created a fun online tool called J-DAR. It calculates how Jewish your favourite Hollywood movies are. All J-DAR results are accompanied by contextualized TJFF film recommendations and a link to purchase festival tickets.

Creative Ad Agency: DDB Canada/Tribal, Toronto
Executive Creative Director: Denise Rossetto, Todd Mackie
Creative Director: David Ross, David Horovitch, Paul Wallace
Writer: David Ross, David Horovitch
Art Director: Jake Bundock, Paul Wallace
Designers: Jake Bundock, Devon Williamson
Developers: Gar Liu, Brendyn Zachary
Director of Technology: Joe Dee
Information Architects: Dale McRae, Daniel Wiseman
Digital Production Managers: Chris Webden, Cathy Kim
Account Team (names & titles): Melanie Johnston (SVP, Managing Director), Leigh Farlow (Sr. Account Executive)
Strategy: Parker Mason, Sandra Moretti
Online Analyst: Kevin McHugh
Audio House: Keen Music