The Japanese Film Festival launches new origami-inspired campaign via doq

The Japanese Film Festival’s new campaign has begun to unfold this week via doq, coinciding with the announcement of the initial line-up of films that will be shown nationwide and tickets going on sale for Brisbane’s JFF.

Brisbane will be the first of 5 cities nationwide that the festival will be held at this year.

This year’s campaign features the new, origami-inspired JFF brand with a creative advertisement execution featuring beautiful, hand-made origami pieces in real-life settings, such as “origami sushi” served on a traditional wooden plate.

The concept has been extended to the JFF’s mobile-friendly official website, www.japanesefilmfestival.net, which also features an origami paper-like design and “unfolding” design elements. The campaign is planned to continue through early December with additional advertisements implementing the origami concept.

The new brand and this year’s campaign aims to capture the core meaning of JFF’s purpose: Unfolding the Breadth & Depth of Japanese Culture through Film. The concept of origami was selected as a craft and symbol universally identified with Japan, strongly representing the country, tradition and culture.

Building on the tradition and success of 16 years of the Japanese Film Festival in Australia, this year, doq® was selected as the marketing consultancy to manage the complete rebranding of the JFF, as well as management of all marketing activities for this year’s festival as part of the JFF’s team.

This partnership between the rapidly growing JFF and doq coincides with a significant growth year for the festival, adding Brisbane, Perth and Canberra to its two flagship cities of Sydney and Melbourne.

In each city, over ten of the latest feature films and five classics will be screened, with an even greater extended program in Sydney and Melbourne in store.

Within the programming of all five cities, the line-up promises to include Australian premieres, award-winning dramas, latest anime titles, inspiring true stories, and big screen adaptations of popular novels.

BRISBANE: 16 – 20 October at Events Cinema Brisbane Myer Centre

PERTH: 23 – 27 October at Hoyts Westfield Carousel & State Library Theatre

CANBERRA: 30 October – 3 November at Capital Cinema Manuka

SYDNEY: 14 – 24 November at Event Cinemas George Street

MELBOURNE: 28 November – 8 December Hoyts Melbourne Central & ACMI Cinemas, Australian Centre for the Moving Image.

The Japanese Film Festival will also travel with free abridged programs to two new Australian cities – Broome (17 – 18 September), Townsville (26 October), in addition to the already existing Hobart (13, 14 & 16 October), Cairns (3 November) and Darwin (TBC).

The official 2013 program will continue to be announced over the coming weeks.

Stay in touch with the Japanese Film Festival through its official channels:

Website: www.japanesefilmfestival.net.

Facebook: japanesefilmfest

Twitter: @japanfilmfest / #jff17