The Toronto Silent Film Festival (TSFF): INSTAGRAM TRAILERS

Credits & Description:

Advertiser: TORONTO SILENT FILM FESTIVAL
Agency: COSSETTE
Category: Best Use of Mobile Devices
Advertising campaign: INSTAGRAM TRAILERS
Chief Creative Officer: David Daga (Cossette)
Art Director: Pepe Bratanov (Cossette)
Copywriter: Sebastian Lyman (Cossette)
Founder: Shirley Hughes (Toronto Silent Film Festival)
Creative Director: David Daga (Cossette)
Account Executive: Jason Melhuish (Cossette)
Creative Director: Matthew Litzinger (Cossette)
Chief Creative Officer: Matthew Litzinger (Cossette)

Execution
We housed ‘trailers’ for the Toronto Silent Film Festival on three different accounts within the Instagram mobile app (@TSFF_1, @TSFF_2, @TSFF_3).Users were prompted to switch to 'slideshow mode' and scroll down quickly on their phones.The resulting animation literally created ‘silent motion pictures’, turning the photo-sharing platform into a silent film viewer.

Effectiveness
Shortly after launch, dozens of media outlets and blogs from around the world began to turn up the silence. Tech sites like Mashable and The Verge along with industry sites like Creativity Online and AdWeek picked up the story, with the resulting tweets and shares from new silent film lovers leading to 2,077,104 free social media impressions. And by using an existing, free media platform in a brand new way, we achieved it all at no cost.

Strategy
We wanted to bring a new generation of film lovers to the Toronto Silent Film Festival. So, we found them where they already were – Instagram – and created the world's first film experience within the photo-sharing platform. Through interactive 'trailers' launched from three different accounts, we brought the magic of silent films from the 1920’s to the digital age, and exposed the festival to a brand new audience.