Sedgwick Rd. Promotes Seattle Film Festival

LOS ANGELES Sedgwick Rd. has launched its fourth consecutive annual campaign for Cinema Seattle’s International Film Festival.

The effort, which is tagged “No deja vu,” includes a theatrical trailer as well as radio, newspaper and magazine ads, banners and posters aimed at attracting attendees to the festival.

“The basic premise for the tagline was that if you come to the film festival, you’ll see stuff that you normally don’t see in other places,” said Steve Johnston, creative director at Sedgwick Rd. in Seattle.

The 60-second trailer shows a girl against a green screen. She finds a movie admission ticket on the ground, which reveals strange worlds whenever it is touched. The vistas were manipulated digitally from pictures of local Seattle landmarks, Johnston said. For example, a futuristic landscape is actually the ceiling of the Seattle bus tunnel.

Banners, posters and print ads show the cartoon-like faces of a blonde woman with a beret, a bespectacled man in a fedora and a man in a red cap, all sporting exclamation points for eyes.

The event’s sponsors, which include The Stranger, Seattle Weekly and Seattle Times, donated all the media for the campaign. Other festival supporters include The Allen Foundation for the Arts, Sundance Channel, American Airlines, Cinemax and Mercedes-Benz.

The trailer is running in theaters in Seattle, Portland, Ore., San Diego, Los Angeles and San Francisco. The magazine ads were distributed to national magazines and select international film festival catalogs. The newspaper ads, banners and posters are appearing only in Seattle. Radio spots will air throughout western Washington.

In 2002, the Seattle International Film Festival attracted 150,000 people and screened 300 motion pictures over 25 days. Now in its 29th year, this year’s showcase will run from May 22 to June 15.