Jewish Film Festival ad campaign asks: Are you Jewish enough?

A provocative advertising campaign for the Toronto Jewish Film Festival (May 5-15, 2016) asks viewers if they are 'Jewish enough' to attend. Created by FBC Toronto, the campaign features a series of spots that humorously associate everyday situations with Jewish traditions—eating bagels, having a long beard, wearing a small hat, and even getting a zipper caught (a nod to circumcision). The underlying message is that anyone can enjoy quality cinema, regardless of background. The 24th edition of the festival aims to broaden its audience, especially young people, by encouraging exploration of identity boundaries and promoting diversity. The campaign appears to have been successful, with box office sales up 11% so far.