Denver Film Society has been providing programming to Coloradans since 1978. After so many decades, the storied organization was struggling to attract new and younger audiences.
Our very first step was a big one — we shortened the organization’s name to just ‘Denver Film’, helping the brand drop any connotation of exclusiveness, pretentiousness, or elitism that can so often turn younger audiences away from the art space.
Next, we looked at the enormous range of programming that Denver Film provided and realized that because of a lack of a cohesive brand system, they weren’t getting credit for most of it. Very few of their offerings were connected by name or visual style. Our team developed a brand system that guaranteed that every screening, panel, and premiere was attributed to the group making these events possible.
With a new name and brand in place, it was time to get the word out. The evergreen campaign was developed to attract the younger audience Denver Film was looking for, without alienating the general public. The core creative idea centered on our universally shared desire to break away from routine and experience something new.
To ensure it resonated with the primary target, we played with the phrase ‘screen time’ in unexpected ways and spoke to film’s need to be experienced ‘on the big screen.’
The colorful and eye-catching work quickly reached its intended audiences through digital and traditional channels.
The premiere of the new brand system and campaign was a blockbuster for Denver Film in terms of awareness, brand recognition, and attribution. Similarly, the campaign successfully galvanized Denver’s younger demographic to take part in Denver Film’s programming and reenergized lapsed members.
Importantly, the new brand system can adapt and expand to allow for new programming as the organization continues to grow and provide more cultural enrichment for Coloradans.
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