Toronto Silent Film Festival creates puzzle-themed Instagram campaign for movie aficionados

This year, the Toronto Silent Film Festival will focus on playing newly restored movies - in fact, some of them will be shown for the first time in nearly a century. To garner some buzz for both the upcoming festival and this year's theme, Toronto agency Red Lion Canada has created an Instagram campaign that leverages the app’s recently added “save” feature.

Since restoring a lost film is a bit akin to solving a jigsaw puzzle, the agency decided to create an Instagram game that asks users to piece together different images from old movie posters. Utilizing Instagram’s “save” button, players who go to @TSFF2017_puzzle on the app can start solving the puzzle by saving photos in the order that they think is correct. With only 21 photos to arrange, it might sound like a simple feat, but Red Lion Canada says that there are literally millions of possibilities and only one solution.

The first seven people to send a screenshot of their completed (and correct) puzzle “may be in for a surprise,” according to Red Lion Canada.

This isn’t the first time that the Toronto Silent Film Festival has used Instagram to promote the event. Last year, Red Lion Canada created a complex “Escape Room” Instagram game for the festival. In 2015, the agency made a “choose your own adventure” experience for the app.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.