CANS FILM FESTIVAL
bumble bee
the story
What do canned tuna and filmmaking have in common? 180 short films explore this very question…
In September 2025, Bumble Bee partnered with SOCIALDEVIANT to launch the first-ever Tuna Cans Film Festival to drive audience participation and create buzz around the brand. The call to action was simple: create a short film (60s or less) featuring Bumble Bee tuna – any genre, any style. The best film takes home $25,000, plus a $5,000 donation to a film education program of their choice.
We partnered with Reece Feldman, filmmaker and internet-famous “Guy with a Movie Camera” to promote the contest and help select the best 15 films to publish on our landing page tunacansfilmfest.com for the public to determine the grand prize winner. With 4 other influencers (filmmakers and foodies), and a robust content calendar boosted on socials, the contest received 180 amazing, spooky, funny, action-packed film submissions.
the output
Campaign / Content Strategy
Creative Ideation
Activation planning
Film production: 1 60s hero announcement video & 2 cutdowns
25+ pieces of social content across 5 phases of the contest: announce, drive submissions, vote, announce the winner, post-contest highlights
Landing page website development & management across the 5 phases of the contest
Influencer identification & Management of 5 influencers
Video submission reviews
the RESULTS
180 short-film submissions in just three weeks, 2.4x more than our stretch goal
12.9M impressions and climbing, as submissions continue to be viewed
5,883 votes that show an engaged pool of finalists, rallying their followers to vote
98.8% positive sentiment with a 528% increase in social mentions compared to the pre-campaign baseline
Contributed to Bumble Bee’s highest-ever awareness levels among our target audience in our media markets