Brief

To create an initiative for Air Canada that highlights their support of Canadian artists, promotes their Canadian inflight entertainment programming, and fosters positive public sentiment.

Strategy

To promote Air Canada’s inflight entertainment and encourage young filmmaking talent, Bookmark launched a Canada-wide short-film festival supported by a celebrity Jury panel.

Results

Currently in its 10th year, the festival secures millions of PR and social impressions and a 20% increase in submissions each year. It has grown from one event to seven in key markets across the country.