What better way to entice viewers to sample more than 1,500 films than with filmmaking itself? Leo Burnett Toronto teamed up with Canadian talent to create two spots in anticipation of this year’s National Canadian Film Day 150, REEL CANADA’s annual day-long celebration of its country’s cinema. The first of the spots, directed by Don McKellar, addresses the question on every prospective viewer’s mind: “Are the films at National Canadian Film Day amazing?” Leo Burnett knew movie lovers would want an unbiased opinion, so it deferred to the expertise of Esther Park, played by actress Sandra Oh—“The Woman Who Can’t Lie” would tell it like it is. With equal parts refreshing honesty and sharp comedy, Oh brought the character to life, dishing out her thoughts on food, the gum-to-lip ratio and more. At the spot’s end, she gives viewers the answer they need to hear: “The films are fantastic!” Those who gathered to watch this year’s Film Day screenings at schools, theaters and public squares across Canada, as well as consulates and embassies around the world, would be lying if they didn’t agree.
Witty copy and a wave element freshen Bond’s identity for a Helsinki café.