Outside Voice has proudly been working with the WYO Film Festival in some capacity since the inaugural festival in 2018 and ramped up our scope of work in 2020 to take on all marketing, advertising, and communications aspects of the annual event. Our toughest challenge came in 2021, a year after the pandemic upended the live events industry, forcing nearly all the film festivals around the world to cancel or shift to an online streaming format. As planning got underway for 2021, we knew we needed a way to convince a fatigued audience that they should spend a weekend watching films after they had spent the better part of a year on their couch doing just that. Enter the “Festival You’ve Been Training For” campaign. Our integrated campaign ran in both traditional and digital channels, driving the best attendance to date only a year after the pandemic nearly derailed the event.