FCB Campaign says you don’t have to be Jewish to attend TJFF

You don’t have to be Hindu to practice yoga, or Swedish to drive a Volvo. You also don’t need to be Jewish to attend the upcoming annual Toronto Jewish Film Festival (TJFF).

That’s the key message behind FCB Toronto’s new integrated campaign for the TJFF, which includes radio, print, OOH, digital and TV.

And its goal? To convince people it’s silly to miss out on a great cultural experience simply because they’re not of that culture – in this case, Jewish.

According to FCB Toronto’s Chief Creative Officer, Jon Flannery, the campaign was born out of the insight that the default reason people gave for not attending TJFF was “because I’m not Jewish”. But he adds, the campaign is not meant to be confrontational, but rather a playful way to work with the default answer.

What better way to get the full impact of that message, than by watching some spots:

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