At a time when audience attention is increasingly fragmented and content viewing is often split across multiple screens, Canadian Film Fest has taken a clear stance. On the occasion of its 20th edition, the festival, in collaboration with Ogilvy Canada, launched the “Eyeballs Up” campaign, which turns watching films into a conscious act of focus, as well as a form of cultural support for domestic cinema.
The creative idea is based on a simple yet powerful insight: audiences are increasingly looking at their phones instead of the cinema screen. The campaign therefore calls for the opposite behaviour, looking up and fully immersing oneself in the story. The visuals focus on close-ups of viewers’ eyes, captured at the moment they react to emotional scenes from the festival programme, turning the very act of watching into the central communication element.
Members of the Canadian film community took part in the production of the visuals, invited to watch selected films while cameras recorded their authentic reactions in real time. The result is a series of intense, almost intimate portraits that convey a sense of immersion and highlight the power of original storytelling.
The campaign name is inspired by the phrase “Elbows Up,” which in the Canadian context symbolises resilience and togetherness. In this interpretation, the focus shifts from a physical stance to mental presence, suggesting that choosing to watch local films becomes an act of cultural solidarity.
Founded in Toronto, the festival has, over two decades, established itself as a platform that gives space to both established authors and new voices in Canadian cinema. At a time when the industry increasingly speaks of franchise fatigue and the dominance of “safe” content, the campaign directly addresses the need for original, authentic stories.
“In the era of endless sequels and remakes – and as audiences are increasingly glued to their handheld screens – art, craft and fresh, deeply human narratives are needed more than ever,” said Bern Euler, founder and executive director of the festival. He adds that Canadian cinema offers precisely such narratives, which demand and deserve the full attention of viewers.
A similar perspective is emphasised by Christopher Andrews, CEO of Ogilvy Canada, who describes the campaign as a call to action in an environment overloaded with content. In that context, buying a festival ticket becomes more than a decision about entertainment, it becomes an act of support for the local creative scene.
The “Eyeballs Up” campaign is active across TV, online video, social media and digital channels throughout March, while the festival takes place from March 24 to 29 at Scotiabank Theatre in Toronto. At its core remains a clear message: attention is not just a resource, but a choice, and in this case, a way to support stories that come from one’s own culture.
