This project aimed to raise brand awareness of CBC Docs and drive digital streams to CBC Gem at the 2019 Hot Docs Festival.
Executive Director, Communications, Marketing, Brand & Research: Bonnie Brownlee
Senior Creative Director: Munro Cullen
Head of Creative & Production Services: Jennifer Haskett
Director of Marketing, News, Radio/Audio, Docs: Maya Kane
Marketing Strategy Manager: Jennifer Lipishan-Gorr
Senior Communications Officer: Stephanie Hynes
Communications Officer: Joyce Wu
Creative Manager: Jayson Chan
Art Director: Nitin Fernandes
Copywriter: Ceara Scullion
Producer, Content Marketing: Michael Proudfoot
Resource Lead: Jason Mulcahy
Production Coordinator: Stefanie Macchiusi
The team created a traffic-stopping brand takeover of the Isabel Bader Theatre, a key Hot Docs Festival venue. The takeover included interior and exterior branding with an accompanying ice cream truck. Collateral assets such as pins, postcards and brochures were also distributed during the event. The takeover was successful in driving impressions, one on one interactions and downloads of the CBC Gem app, in addition to traffic to the CBC Gem Docs homepage and video views of the documentary channel streams.