Task: launch the "Trauma" film, starring Colin Firth (of "Bridget Jones' Diary") online. But it's got to be dramatic and engaging to stand out amongst all the movie trailers, interviews and other film stuff out there. In short, we wanted to reinvent the rules of film marketing. We wanted to create an online film to take the story further, and engage movie fans with, the real film.

We despatched an email to a list of movie buffs. But the email looked like a typical film website forum and chatroom. Apart from asking you to play the trailer, the chatroom showed various strange and spooky goings-on during the film. And, tucked away in some of the chatroom postings, was the mention of... YOUR NAME.