Samsung Canada has launched a large-scale integrated partnership with the Toronto International Film Festival to promote the camera quality and live video technology of its two newest phones. And the electronics company is cozying up to Toronto’s film community by giving five emerging filmmakers the Galaxy Note 5 and the Galaxy S6 Edge+ to broadcast high-quality behind-the-scenes video onto screens inside and outside the festival zone.

This is Samsung’s first partnership with the film festival, and it fits into the company’s overall strategy to connect “young-minded Canadians with their passions” through the company’s new phone models, says Mark Childs, CMO, Samsung Canada. “We are trying to bring to life the visualization that our tech can help Canadians get closer to their passion.”

The partnership will see Samsung executing a number of activations promoting its new devices as well as its screens. The company is sponsoring the five filmmakers as they capture festival moments to bring the TIFF experience to fans. They will also participate in a mentoring sesion with Oscar-nominated actor Jason Reitman and Oscar-winning screenwriter Diablo Cody as they each create a produce a short film. Samsung will also be hosting the Samsung Studio in TIFF-centric David Pecaut Square. Festival goers will encounter an interactive display and will be able to film their own TIFF moment using the new devices at the studio. That footage will be inter-spliced with footage from the festival to create 15-second long personal videos that can be shared on social media. 

The campaign at TIFF is centered on the products’ new tech, specifically its new multi-media phones with built-in streaming technology. Samsung is also using the festival to bring attention to its new SUHD TV screens.  

Samsung is promoting the new phones as well as its TIFF partnership through an integrated media campaign focused on the Note5 and Galaxy6. The Young and Dundas Square OOH board and one on the Gardener Expressway are already running trailers from upcoming TIFF films. The campaign also includes a transit shelter buy that will launch just ahead of the Sept. 7 festival launch.

The campaign’s creative was executed by Cheil, with media by Starcom. North Strategic is the campaign’s PR agency and Mosaic is handling the experiential campaign.

The brands’ second activation involves an interactive wall display within the atrium of the TIFF Bell Lightbox building where content from social media on devices will be combined with custom content created by festival director, Cameron Bailey. The installation will also include a live social feed using the company’s live broadcast feature that is available on its new phones. 

In addition to these activations, the company is hosting a six-week pop-up electronics store on the corner of King and Spadina, which opened yesterday and will inaugurate its black stainless steel collection, while also hosting TIFF-related round tables, food demos and other conversations during the festival.