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Canada’s newest, and Muskoka’s first, international film festival recently took place; dozens of films were presented as part of the complete lineup for the 2010 inaugural season of Film North that was held in Huntsville, Ontario. Toronto-based Concrete created the festival identity that presented the festival, and the town of Huntsville, as an unpretentious, welcoming place for young, worldwide talent. Since part of the Canadian psyche is the ability to poke fun at themselves, the identity takes standard festival imagery, like the Cannes laurel leaves, and puts a tongue-in-cheek, Canadian spin on them. The branding enhanced the essence and the direction of the festival so it will be perpetually perceived as clever and unique, and not just another ordinary festival.

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