Eyeballs Up

The Canadian Film Fest (CFF), Toronto's largest festival exclusively dedicated to Canadian films and filmmakers, is celebrating its 20th anniversary with the launch of “Eyeballs Up,” a new national campaign that champions artistry, resilience and the power of original storytelling, inviting Canadians to rediscover the magic of Canadian cinema and share their voice with the world.

For two decades, CFF has proudly showcased homegrown talent, both established filmmakers and emerging creators, ensuring Canadian stories, whether set at home or abroad, find their audience. As it celebrates this significant milestone, the festival confronts a growing industry trend of franchise fatigue and distracted viewing. “Risk-free films” and “second-screen syndrome” are issues acknowledged even by Hollywood heavyweights, and "Eyeballs Up" is a direct antidote, bringing people together for unique films that captivate.

“In the era of endless sequels and remakes––and as audiences are increasingly glued to their handheld screens––art, craft and fresh, deeply human narratives are needed more than ever,” says Bern Euler, Founder and Executive Director of the Canadian Film Fest. “We believe Canadian cinema offers exactly that – compelling, original stories that demand and deserve your full attention. Brimming with originality, diversity, and creativity, this year’s program is the very best of Canadian filmmaking, and we hope attendees lean in and truly see.”

The campaign, developed in partnership with Ogilvy Canada, draws inspiration from the “Elbows Up” movement – a national expression of solidarity, toughness and pride, urging people to stand their ground. Now, “Eyeballs Up” transforms the simple act of watching into a powerful statement. The creative features close-up, emotive eyes, underscoring the campaign's core message: Canadian cinema is powerful, and it is worthy of your undivided attention.

To produce the campaign's striking visuals, CFF invited members of the film community to watch some of the festival’s most emotional and moving titles, capturing their raw, eye-level reactions as the stories unfolded. The resulting imagery is a powerful metaphor for the immersive experience awaiting audiences.

“‘Eyeballs Up’ is a call to action. In a crowded space with endless content options, this campaign is a call to Canadians to choose and celebrate homegrown stories,” explains Ogilvy Canada’s CEO, Christopher Andrews. “Buying a ticket to CFF becomes an act of creative patriotism. 'Eyeballs Up' is meant to unite our artists, our culture and our country.”

The “Eyeballs Up” campaign will be running across online video, TV, social, and digital media from March 4, 2026, through March 29, 2026.

Join the Canadian Film Fest in celebrating 20 years of exceptional cinema, March 24-29, 2026, at Scotiabank Theatre Toronto. Learn more here: www.canfilmfest.ca