Cinéfranco is the leading International Francophone Film Festival in English Canada. Founded in 1997, the event promotes the diversity and richness of Francophone movies in order to increase their appreciation and give them more exposure in an English speaking environment.
With a goal to increase awareness of the event and boost ticket sales, especially amongst a younger and a more anglophone audience, the 2014 campaign concept reimagined and appropriated typical movie concession with iconic french items like the baguette, the macaron and the bottle of wine. The approach was playful, cheeky and bold, evocative of both francophone culture and cinema. The graphic focus was simple with colourful, retro-esq, quirky food styling and Cinéfranco-branded packaging to build brand recognition.
Cinefranco’s 2014 festival season was marked by a significant increase in advance ticket sales and a 22% growth in total ticket sales from previous years. Audience feedback demonstrated positive brand engagement and an increase awareness and interest for the festival through its promotional materials.
+ 22% increase in ticket sales from the previous year
+ Increased merchandise sales
+ Increased popularity of promo material
creative & art direction