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Published on Sep 19, 2013
From buckets to baseball hats - the key to winning over new fans.
This stylish and sexy 30-second promotional ad was designed to attract new, younger fans to Ottawa's most prestigious music festivals. The Ottawa Jazz Festival was changing directions and booking more mainstream acts to complement their traditional jazz lineup. It was a risk they were willing to take to put new patrons in their seats. Using the ultra crisp imagery of a RED camera, sexual innuendos, sultry models and an infectious sound track, we directly appealed to both non-jazz and traditional jazz fans. The spot was highly effective as it captured, and elevated, the new spirit of the Jazz Festival, and brought in a new crowd to enjoy a wider variety of great artists.