CBC Docs Brand Takeover

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


Design Solution:

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.