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.