For the fourth consecutive year, Raleigh, N.C., agency McKinney + Silver and the Full Frame Documentary Film Festival, which bills itself as the largest such event in North America, socked it to us docu-style with an integrated marketing campaign themed, "How much reality can you handle?" In addition to four mini docs that served as TV spots, the festival (see www.fullframefest.org), held in Durham, N.C., April 1-4, was promoted via four copy-intensive print ads that weren't afraid to rub viewers' noses in sometimes grim "unexpected stories." Says copywriter Jon Wagner, "For four days, Full Frame is films, discussions and debates, all honoring real-life stories. Each print ad is designed to get you intrigued and involved right up to the moment the curtain rises." Seen here also is a commemorative poster honoring Marcel Ophuls, who received Full Frame's 2004 Career Award.
Client: Full Frame Documentary Film Festival Agency: McKinney + Silver ECD: David Baldwin AD: Dino Valentini CW: Jon Wagner Print Production Manager: Lisa Beale Retoucher: Dino Valentini Photographer: Tony Pearce