We played off typical Hollywood clichés and added a surprising twist to the story. For example, 'Boy meets girl' became 'A boy escapes prison, then meets a vengeful guard who has an agenda: to turn him into a girl.'We caught people where they work, and where they spend their evenings, with bus shelters, building projections and sidewalk stencils, as well as coasters, table tents, check slips and posters in bars and restaurants. And it was all done with inks and projections that revealed more at night so viewers truly did see more in the dark.

The campaign provoked the target to fill theaters. In fact, it outperformed the Festival's initial sales objective, selling 9% more tickets than the previous year and increasing attendance among 18-34 year olds by 23%.The creative also inspired Film Festival conversations and information searches. Partner restaurants, bars and local businesses that helped distribute materials noticed a significant interest and curiosity in the ads. Follow-up surveys conducted by the Film Festival also revealed an increase in respondents who sought additional information on the Film Festivalwebsite.