Thanks to Anna Neilson on Twitter for pointing this article out:
TIFF debuts “monster brand” ahead of film fest
by Russ Martin,
at Marketing Magazine
Apparently the first print ads will appear Friday (July 17, 2009), in the Toronto Star and The Globe and Mail, as well as in the Now and Eye weeklies.
The ads feature film-fans (not models) in theatre seats, with the tag line “Connecting to your world.” They were designed by Toronto-based designer Barr Gilmore (formerly Bruce Mau Design).