J’espère que tu vas bien is an 87-minute-long, uninterrupted “walk and talk” through the streets of Montréal. Inspired by this artistic approach, we invited Instagramers Montreal, a local group known for organizing photography walks around the city, on an 87-minute photowalk along the same route taken by the film’s actors.

As a nod to the film’s format, 87 shots were selected from the more than 600 submitted. They were printed as posters and displayed at Cinéma Excentris, the theatre where the film premiered.

We turned the traditional model of film promotion upside down by asking local artists to support a local art film by providing poster images, and more importantly, by becoming ambassadors of the film in their respective online communities. The Instagram community was excited to view the work of their fellow members in a real campaign, which fuelled a strong buzz around the upcoming film release at Cinéma Excentris. Word spread throughout the Instagram network to friends of community members and fans of Cinéma Excentris.

• The film’s initial three-day run was extended to two weeks, effectively launching it on the film festival circuit.

• The poster exhibit was so successful that Cinéma Excentris extended the display period from three days to seven weeks.

• 12,000 film buffs walked by the posters instead of 750.

• Fast Company claimed it was “… the first instagrammed movie poster campaign” and Adweek described it as the “world's first crowdsourced movie-poster campaign created through Instagram!”

• A potential online audience reach of two million.