Toronto Jewish Film Festival launches interactive campaign 'J-dar' via DDB Canada/Tribal Toronto
To determine how "Jewish" a film is, first J-DAR connects to a movie database that identifies the key roles associated with the film; then it analyzes the film for Jewish content and cross-references the credits list with a database of well-known Jewish cast and crew; lastly, it calculates a percentile score, using a weighted points-based system.
The J-DAR score of a film is complemented by a TJFF film recommendation based on the genre of movie searched, and connects users to TJFF's site to learn more about this year's Festival and to purchase tickets.
Says David Ross executive creative director, DDB Canada: "TJFF is largely perceived to be a religious festival - featuring movies heavy on Jewish content and light on action, drama, suspense and laughs. To expand our reach to include a younger Jewish and non-Jewish demographic, we set out to demonstrate that people are already fans of movies that feature Jewish contribution, they just might not be aware of it."
J-DAR is part of an integrated campaign, which includes TV, radio, print, out of home and online executions and is being supported with public relations and a blogger outreach program.
Says Helen Zukerman executive director, TJFF: "This year's campaign takes a tongue-in-cheek approach to communicate that Jewish people have a long-standing reputation for making great films in Hollywood and beyond. TJFF is an authentic cultural experience that celebrates Jewish culture by screening outstanding films, documentaries and shorts from around the world, and showcases quality films that aren't shown anywhere else."
The theme of this year's festival is "Festival of Firsts" and features 103 films from 15 countries, with genres ranging from dramas, comedies, documentaries, biographies, archival films and shorts. TJFF runs from April 11 to April 21 in theatres across the greater Toronto area. For more information and to purchase tickets, please visit: www.tjff.com