To create a standout global integrated digital campaign, showcasing and documenting this ground-breaking experiment; using the full range of social tools and online communication channels available to guide and engage participants and fans before, during and after Filming Day. Using the channel to showcase the enormous wealth of video content (80,000 videos) generated in a dynamic, exciting way in 22 different languages, whilst Ridley Scott and Kevin Macdonald edited together the finished feature film for its global online/offline premiere at Sundance in Utah and on YouTube.