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TIFF’s 2009 Poster

TIFF's 2009 Poster

To go along with their new logo and new decision to open with a non-Canadian film, the Toronto International Film Festival went a new route with their marketing campaign. Created by Toronto-based designer Barr Gilmore, the ads feature images of Torontonians in movie theatre seats and the tag line “Connecting to your world.” Instead of using models or actors, TIFF decided to use city residents in the ads to convey “how average consumers have become important taste-makers,” Cameron Bailey told Marketers News.

“Notions of taste and of the value of cinema have been democratized by the audience; the audience tells us what they think are the best films of the year,” Bailey said. “With this in mind, 2009’s creative campaign is a nod to the audiences of Toronto and to how film connects us all through a shared experience.”

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