# Biblical Script Ads The Sao Paolo Jewish Film Festival Campaign is a Play on Religion By Meghan Young | Published 2012-08-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sao-paolo-jewish-film-festival References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/08/sao-paulo’s-jewish-film-festival-david-moses-noah-titanic/) & [yr](http://www.yr.com/) At first glance, the Sao Paolo Jewish Film Festival ad campaign seems to simply be a shot of biblical scripture. Upon closer inspection, however, the scripture has been converted into a script--a [film script](https://www.trendhunter.com/trends/twist-the-script-campaign) to be exact. Not only are the [print ads](https://www.trendhunter.com/trends/royal-ontario-museum) a play on the religious nature of this particular culture, they also read, "We always had good scripts. We just had to shoot them." Essentially, it shows that filmmaking is in their blood. The Sao Paolo Jewish Film Festival ad campaign was conceived and executed by Sao Paolo-based ad agency [Young & Rubicam](https://www.trendhunter.com/trends/paris-printemps-popup). Art directed by Leandro Camara with creative direction by Rui Branquinho, Flavio Casarotti, Rafael Merel and Marcelo Fedrizzi, the ads were photographed by Pedro Dimitrow. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 62% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Religious-themed Advertising:** Disruptive innovation opportunity: Explore new ways to incorporate religious themes in advertising campaigns. - **Script Conversion:** Disruptive innovation opportunity: Develop technologies or services that automate the conversion of text into different formats. - **Cultural Identity in Advertising:** Disruptive innovation opportunity: Create advertising campaigns that celebrate and reflect the cultural identity of specific communities. ### Who This Affects Most - **Advertising:** Disruptive innovation opportunity: Introduce novel advertising strategies and techniques. - **Film and Entertainment:** Disruptive innovation opportunity: Innovate in the field of film production and distribution. - **Technology and Software:** Disruptive innovation opportunity: Develop software or tools that enhance the efficiency and creativity of advertisement production. ## Related on Trend Hunter - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md) - [Cinematic GenAI Campaigns](https://www.trendhunter.com/trends/the-knowit-alls.md) - [Youth-Led Holiday Campaigns](https://www.trendhunter.com/trends/where-are-you-going.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Spring-Inspired Easter Market Ads](https://www.trendhunter.com/trends/fresh-thyme-market.md) - [Spooky Street Ad Experiences](https://www.trendhunter.com/trends/fanta-halloween-projection.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md)