MullenLowe New York’s new campaign for The Brooklyn Film Festival, titled “Something to Offend Everyone,” pokes fun at sensitive and easily offended viewers, with the goal of encouraging festival-goers to be open to new ideas. The festival prides itself on never censoring filmmakers, with the new campaign sarcastically teaching viewers how to talk about thought-provoking films without causing offense. The ultimate lesson: somebody, somewhere is always offended about something.
The campaign video leads viewers to howtotalkaboutbff.com, where a “training course” inspired by human resource training videos shows a series of protagonists as they try, and fail, to communicate new ideas to their partner, dog or colleagues. On “completing” the course, viewers received a discounted ticket to the Festival.
The campaign also includes out-of-home work, such as billboards in Times Square.