Creative Marketing for "One Week"

Canadian distributor Mongrel Media is using creative ideas to promote Michael McGowan’s One Week, a film that showcases the beauty of Canada while it tells he story of a young man (Joshua Jackson) who, after being diagnosed with cancer, eschews treatment, leaves behind his fiancée (Liane Balaban), hops on a intage motorbike and takes a road trip from Toronto to Tofino, BC. 

With the film opening March 6 on 60 screens across Canada, Mongrel’s marketing campaign has already kicked in.

For starters, Canadians are flocking to the film’s website (http://www.oneweek.ca), responding to the request to “show us the best place in Canada to spend one
week.” They have been posting their own photos and videos, extolling such spots as Cooper Jack’s Cove, Nfld., or Bakers Narrows, Man, or Golden, BC.

The website also asks viewers to finish the sentence “If I had one week to live I’d…” Answers range from the serious (find my adopted daughter)
to the sentimental (fly to New York and tell my best friend I’m in love with him) to the sublime (try a new hairstyle or – yes! – go see One Week.)

Among the other promotions:

Air Canada is playing the One Week trailer on all its flights.

Roots Canada is playing the One Week soundtrack in all its Canadian stores and is exhibiting behind-the scene stills in its flagship store in Toronto.

Cineplex is screening a One Week 2-minute pre-show in all its theatres.

Mongrel is running a One Week “Win a Trip for Two to the Rockies,” sponsored by Air Canada and Fairmont Hotels.

One Week is proudly Canadian.  It was shot in over 20 locations between Toronto and Tofino, BC, with stops at quirky tourist sites like the “world’s biggest” nickel, tepee, dinosaur et al.  The film is fuelled with Canadian indie music, with songs by the likes of Sam Roberts, Stars, Great Lake Swimmers, Wintersleep and Patrick Watson.  Singer Emm Gryner not only stars in the film but also performs “Un Canadien Errant,” a French-Canadian folk song from the 1840s.  Tragically Hip’s Gordon Downie and singer Joel Plaskett appear in cameos.  Campbell Scott narrates. 

The film debuted at the 2008 Toronto Film Festival, where it screened as a Gala Presentation.  It also won the Audience Award at the 2008 Edmonton Film
Festival and Best Canadian Feature at the 2008 Calgary Film Festival.  This is the second film by Toronto writer/director McGowan (Saint Ralph).  Producers are Nick de Pencier (Manufactured Landscapes), McGowan and Jane Tattersall. 

Mongrel Media has successfully marketed many Canadian films, including Water (grossed $2.2 million domestically), The Corporation ($2 million domestically)
and Away From Her and Bollywood/Hollywood (each $1.5 million domestically).