Vision put on a good show

The Arts Branch of Alberta Culture and Community Spirit sought to provide the public with details of the Alberta film ratings system. Distribution channels for the materials included theatres and video retailers. A goal from the outset was to stress and imply “service” over “censorship.” Vision set out to create friendly and captivating imagery that reflected the attitude of film-goers themselves. A colourful, light-hearted and involving presentation made the classifications clear and intended to empower the audience to make choices reflecting and supporting their own values and standards. Overall, the Vision approach enhanced and personalized the selection process in a spirit of anticipation and fun.