The World’s First Instagram Escape Room
The Toronto Silent Film Festival has once again turned to Instagram to promote its 2016 Festival by creating the social platform’s first ever Escape Room. In keeping with its innovative approach, this is the fourth year the TSFF has used Instagram as an awareness tool for the festival.
“We have been partners with The Toronto Silent Film Festival for some time now and every year I’m impressed with their desire to push the envelope creatively,” said Matt Litzinger, President, Chief Creative Officer of Red Lion, the creative agency behind the campaign.
This year the festival focused on films that were previously thought to have been destroyed or lost. Lost silent films are unique in that other than the films themselves, there are very few records or little visual information that exists about them. It’s like they never existed or have been trapped in some forgotten space. That’s what led to the insight behind the idea for an Instagram Escape Room.
The escape room is a fully interactive experience where users have to solve clues, find hidden film reels, and unscramble the secret code in order to escape. The entire experience uses a panoramic photo filled with hidden clues and movie props. When the user clicks on any frame, it turns into a POV video where they see themselves searching that area of the room. Each reel contains one letter. Those letters can be combined to create a secret code. There’s only one code that opens the door, so you need to find all seven letters to escape.
“The Toronto Silent Film Festival continues to grow and with each year the challenge to innovate on Instagram to reflect the innovation of silent films in their day is a dream creative challenge,” said Litzinger. “And trying to escape is pretty fun.”
Client: Toronto Silent Film Festival
Agency: Red Lion Canada
President, Chief Creative Officer: Matt Litzinger
Associate Creative Director: Pepe Bratanov
Designer: Duncan Collis
Copywriter: Kyle Carpenter
Account Director: Nicole Spinner
Account Executive: Abi Berkley
Solutions Director: Lauren Brown
Producer: Meghan Cassidy
Director: Eden Robbins
About Red Lion Canada
Red Lion Canada is a group of creative capitalists focused on increasing brand value. They believe in redefining brand behaviours for desired outcomes.
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