Like everything else in the past year, the 2021 Sundance Film Festival has been forced to go online but there’s a silver lining to it: many of the festival’s offerings are open for the public to view.

To promote this year’s fest, the festival commissioned advertising agencies Battery and Havas Media to create a campaign that included social, digital banners and a 30-second film (above) that is running across multiple platforms.

“This is a totally unique project, for our unique times,” said Battery Creative Director Michelle Nam Fischer in a statement. “In this extraordinary year of isolation, the Festival recognizes the essential need and desire to connect. So this year we’re also helping the Festival use this as an opportunity to reach new audiences who can now access the Festival in a way that works for them.”

“With this largely online festival we’ve crafted a new meaningful media experience that connects with potential attendees using customized addressable audiences who likely have never had the opportunity to attend the festival before,” said Lisa Evia, president, Havas Media overseeing Chicago and Canada.  “As part of this campaign we also activated our Social Equity Marketplace that enabled us to use publishers that are traditionally underrepresented in the marketing industry and reach new, more diverse audiences for the Sundance Film Festival.”

The 2021 Sundance Film Festival will premiere more than 70 feature films on its custom online platform January 28-February 3. Films being showcased at this year’s festival include features Playing with Sharks, Pleasure, President and many more, as well as shorts and indie films.

There also will be a network of independent satellite screens—including art house cinemas, drive-ins and pop-ups—across the country screening portions of the program.


Client: Sundance Film Festival

Agency: Battery

CCO: Philip Khosid

Head of Brand: Mike Parseghian

Head of Strategy: Sean McNamara

Jr. Strategist: Casey Hoeschler

Head of Production: Danielle Tarris

Producer: Tyler Divine

Exec. Creative Dir: Scott Brown

Creative Director - Design: Drea Schneider

Creative Director - Writer: Michelle Nam

Brand Coordinator: Elijah Patterson

Sr. Brand Manager: Liberty Padre

Production Company : Good Form

Designer: Jullian Ablaza

Music and sound design: Jeff Moberg

Agency: Havas Media

President, Chicago & Canada: Lisa Evia

SVP, Client Lead: Kaitlyn Murphy

Media Supervisor: Jenn Mevorah

Media Planner: Alexandra Dorr

Associate Director, Social: Ashley Fletcher

VP, Group Director, Programmatic: Sarah Koch

Senior Programmatic Strategist: Tom Watson

Programmatic Trading Manager: Mandaline Dunne

SVP, Group Director, Analytics: Becky Prindable

Analytics Supervisor: Bob Burkhardt

Analytics Specialist: Jenn Rodriguez

Ad Ops, Supervisor: Chris Bridenstine

Tags: battery havas media sundance film festival 2021

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