Everybody hates when people make noise during a film. Everytime you make a noise you suddenly become as noticeable as the actors in it. You essentially become part of the movie.

Please keep quiet during the movie. It’s not the same with you in it.

Creating a stunt on top of the cinema spots we were briefed to do, enabled the message to escape the confined mediaspace of the silver-screen.

Since the media budget was already spent on traditional cinema ads, we had to rely on free media channels to break these boundaries. The cinema-goers shared, tweeted and posted their experience with their social circles. Online, it spread and it was also picked up by local media, as well as international, Including Huffington Post and Perez Hilton - to name a few.

After only 6 weeks the exposure had surpassed the estimated yearly exposure six-fold reaching over 900,000 people on YouTube and counting.

Unique users: 2,561,000

Total Media impressions in 6 weeks: 7,683,000

Featured on Huffington Post and Perez Hilton to name a few.

Earnt media: 1,468,208 Danish Kr (200,000 Euro) from a media budget of 0.