2020 Winner
2020 Winners
Directors Guild of Canada
Hey, Hollywood
How do you get Hollywood studio executives to hire more local talent when they shoot in Toronto?
Toronto has some of the best talent in the world.
But the world of Hollywood is often too busy to care.
Unless you build a campaign that speaks directly to their competitive spirit.
STRATEGY
With ‘Hey, Hollywood’, we showed studio executives just how many Oscars
And Emmys….
They were missing out on by not working with Toronto talent.
And we built a media campaign that followed their every move.
EXECUTION
In the lead up to The Toronto International Film Festival we took over LAX.
As executives made their way through the terminal, they were met with messaging that spoke directly to the studios they worked for.
After take-off, if they had a copy of the The Hollywood Reporter, they were hit with another message.
When they landed in Toronto, they were greeted by giant billboards.
And, from there, things got even more personal.
We geo-targeted areas around their hotels and served up personalized messages to one executive after another after another to introduce them some of the best cinematographers, sound editors, production designers, and more, in the city.
Meet and greats were held at the festival itself.
And all the content pushed to makemorewithtoronto.com – a massive digital rolodex of Toronto talent.
But how do you help further build relationships when, more often than not, relationships are still built over a meal and a handshake?
Upon returning to LA, studio executives from Netflix, Amazon, and Universal, and leading Toronto talent, were invited to a dinner at the Consul General of Canada’s residence.
Menu items were inspired by shows Torontonians work on, like the Umbrella Academy's Six Superhero Soups
But, best of all, the foundations of deals were laid.
RESULTS:
108 million media impression, coverage by CBC, The Star, Hollywood Reporter, Adweek.
Permits of US talent down over previous year, Toronto talent up.