For those who had seen the Critic-Cal Short Attention Span viral video, it was no surprise that this campaign walked off with an award for Best Branded Entertainment at the 2009 Canadian New Media Awards earlier this month.
Doug agency created a fictitious character, Critic-Cal, as a rapper -film-critic with a short attention span to humorously engage young audiences and encourage them to attend the short film festival which runs mid June in Toronto. As part of this campaign Critic-Cal created a music video about the pitfalls of full length Hollywood movies This viral video ran together with a social media build which saw profiles on Facebook and Twitter. Traditional media also ran to complete this campaign for the Canadian Film Center's Worldwide Short Film Festival.
Words cannot do this campaign justice, so watch below and marvel at the creativity that was used to pull this campaign together and read about the details of the campaign that made it a success.
Critic-Cal Short Attention Span Music Video
Details on Critic-Cal campaign