The film screenplay is a standard format that hasn’t changed in decades. While most screenplays feature actors, the stars of this OOH campaign were regular, people. Highly contextual bus shelters and wild postings used short screenplays to narrate the everyday happenings of the city. We scripted life everywhere, from bus shelters to childcare centers. We even scripted the film festival itself, surprising attendees with an interactive digital board that narrated a festival screening in real-time. In the end, we gave the biggest role in the festival to the audience, showing that each of us has a story worth telling.

This OOH campaign - including bus shelters, wild postings and a live activation - was hyper-targeted to specific locations, neighborhoods and even specific individuals.

During the festival screening of “Dune,” we placed a digital OOH board outside the theater while we observed the audience and wrote dozens of short screenplays in real time. With scripts about date nights, girls’ nights, and everything in between, each script “starred” specific audience members. This live interactive experience gave the audience the most important role in the film festival — and showed them that every one of us has a story worth telling.