Nota Jewish Fest
The Austin Jewish Film Festival, as part of its effort to use movies as a means of cultural interconnection among locals, partnered with the creative agency Socialisssima to launch its campaign. “The idea was to take people out of their comfort zone in a city that has multiple entertainment offers, and to propose with the tagline – For Jew and You Too – a more inclusive approach, all with the kind of humor and stereotyping that would favor the brand,” said Socialisssima co-founder and CCO Norberto Zylberberg. Producer Natasha Louckevitch, owner of C-Purpose; Luis Eduardo Castillo of Wetback Audio Mexico, Helena Hilario of StratoStorm Los Angeles/San Pablo, and Kristen O’Brien in PR, also took part in the project. “Changing the image of a film festival with an audience so reluctant to changes scared us a bit. All the more so when Norbi told us the tagline was going to be For Jew and You Too. But we trusted, supported and even held a red carpet event for the project at the Long Center that was totally sold out! We started with a full house in theaters whose audiences included a lot of young non-Jewish people who had never even heard of the festival during the last 17 years” said AJFF Director David Finkel. “While people were waiting, they heard about it on the radio, saw specific programming about it, while ABC also granted us the Jimmy Kimmel clip Hipster or Hassidic that made people guess through close-ups of beards whether these guys were one or the other. Very appropriate and lots of fun,” Louckevitch said.
