26 BIG | OGILVY & MATHER
The TriBeCa Film Festival was created in the aftermath of 9-11 by a group of film industry notables intent on revitalizing downtown Manhattan. For its fifth anniversary, the festival expanded into additional neighborhoods, offering an opportunity for Ogilvy & Mather’s Brand Innovation Group (BIG) to send a new message in their identity materials for 2006.

“The banners for the festival are key identifiers, placed near theaters where festival films will be screened,” says BIG’s Chuck Rudy, creative director for the system. “We wanted to make sure that people couldn’t miss these signposts as they walked down the street. We wanted them to know there was something new in their neighborhoods.” Accordingly, the ’06 festival graphics are bold, colorful and clear. “We chose bright colors, mostly primary but with a slight skew to grab attention and reflect the springtime setting,” says Rudy. “We added accent colors—like yellow with purple —to create a sort of vibration.” The film-ticket format of many of the materials made it natural to run the festival’s name vertically, but Rudy points out that running the logo vertically also allowed it to be larger. “Sometimes film festival identities get so convoluted,” he notes. “The simplicity of this approach keeps the message clear and reflects the very broad selection of films screened at the festival.” by Tom Biederbeck

Brand Innovation Group, Ogilvy & Mather, New York
EXECUTIVE CREATIVE DIRECTOR: Brian Collins
CREATIVE DIRECTOR: Chuck Rudy
DESIGNERS: Christian Cervantes, Apirat Infahsaeng, Barry Deck
COPYWRITER: Jon Koffler
CLIENT: TriBeCa Film Festival
CONTACT: www.ogilvy.com