Film lovers love movie references, especially when they’re the only one that gets it.

Using this insight, an outdoor campaign was developed to attract film loves to the BIFF website by placing low-key text based posters around the city in the style of film scripts – describing the commuter in scene as they are reading the ad. Once drawn in the script directs the ‘commuter’ character to scan the QR code with their phone, directing them to the BIFF website.