Tropfest
Problem
Tropfest is Australia's most prestigious and the world's largest short film festival. Held every February it attracts an audience of 150,000 at live outdoor sites across the country. The Sydney Morning Herald has supported Tropfest since its inception to show its committment to the arts and to target younger, metropolitian Sydneysiders.
Problem
Tropfest is Australia's most prestigious and the world's largest short film festival. Held every February it attracts an audience of 150,000 at live outdoor sites across the country. The Sydney Morning Herald has supported Tropfest since its inception to show its committment to the arts and to target younger, metropolitian Sydneysiders.
On the Saturday following the festival, a Tropfest DVD featuring all finalists and additional content is distributed free with the newsppaper. An ad campaign supporting this targeted casual readers and festival fans you are not frequent newspaper buyers.
Solution
I created full-page ads promoting the free DVD. By using aspects of the cover (provided by the Herald's advertising agency) and picking colours that popped, the goal was for the ad to stand out as reader's viewed the paper.
