After seeing the film, we quickly came up with the chopped off arms promoting the DVD. We felt these bloody arms would make a captivating image that could work as a publicity stunt as well as generate word of mouth. The secret was to have an excellent execution. Together with the best professional FX company in the Netherlands, the arms were made to look incredibly real which attributed to the success. Press photographers were called in to take pictures and press kits were sent out containing the DVD and photos & footage of the stunt.

Apart from impactful visibility in the streets, the campaign generated a great deal of word-of-mouth and on- and offline free publicity in excess of 140.000 euros. In total an estimated audience of 2,5 million was reached. An unknown but huge number of pictures of the arms were taken as well as films. The DVD release was a success according to the client. No sales numbers are available.