This Universal Parks & Resorts campaign uses Peyton Manning’s Super Bowl star power to blend sports and travel — Clapboard's Global Ad Archive.
Go Deeper - Newport Beach Film Festival | Clapboard Ad Archive
Go Deeper, the 2017 campaign for Newport Beach Film Festival created by agency RPA, leverages the potent allure of discovery to position the event as more than just a film showcase—it becomes a singular destination for cultural and intellectual immersion within the travel and leisure market. With its evocative title and visually charged trailer, this campaign extends a direct invitation to cinephiles and cultural seekers across the United States to explore the multidimensional reality of cinema, embodying what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit. The central creative device—a metaphorical plunge beneath the surface—captures the festival’s mission to foster enlightenment through a robust international film program featuring over 350 works from more than 40 countries. In avoiding literal demonstrations or promotional celebrity endorsements, Go Deeper crafts an aspirational message that promises audiences not only access to classic and contemporary filmmaking but also entry into a larger dialogue of global creativity, meaning, and education. The promotional assets focus entirely on the symbolic value of the experience, urging viewers to move beyond passive entertainment to an actively enriching journey, echoing industry trends that now demand narrative depth and emotional resonance from festival communications. RPA’s approach reframes the Newport Beach Film Festival as a transformative forum, reinforcing its reputation for championing diversity in both content and perspective and establishing the festival as a vital contributor to Orange County’s cultural fabric. Ticket sales messaging is seamlessly integrated, blending urgency with an elevated, lifestyle-driven appeal that differentiates Newport Beach from festival competitors less anchored in the broader leisure market. The single asset trailer—with its sophisticated symbolism and stirring calls to action—is a succinct manifestation of the festival’s value proposition, holding relevance as both promotion and brand statement. Hashtag integration further signals an understanding of social amplification without diluting the core message, catering to digital audiences without chasing shallow virality. Clapboard rates this 58/100. With Go Deeper, Newport Beach Film Festival demonstrates that the future of lifestyle festival marketing hinges on symbolic storytelling that both elevates event stature and deepens audience connection.
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