Unlike other film festivals, TIFF is not juried. Its hallowed top prize – the Grolsch People’s Choice Award – is, as its name implies, chosen by the TIFF audience. To get them voting, we created a series of trailers that celebrated the outlier in every theatre. That guy or gal a few rows away laughing at the wrong moments, jumping at the un-scary scenes and not crying when all around them are reaching for the tissues. Aired before every film during TIFF 2017, the campaign held a theatre-resolution sized mirror up to our target, effectively turning festival-goers into voters.

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