Every week, people in Singapore are consuming loads of meaningless Hollywood blockbusters. There's nothing bad about liking these movies as they are fun, but it's just that sometimes your brain's health needs to balance with something a bit more meaningful. As the French Cinema is globally recognised as being more sophisticated, more intellectual and “arty” what if we used the French Film Festival in Singapore as a way to balance your intelligence after you have watched so many meaningless movies? So how do we attract a non-French audience to the French Film Festival Screenings in Singapore? We created a series of long copy ads that will position the French Cinema as a very special and more sophisticated experience that has the power to balance the crazy amount of Hollywood blockbusters we watch all year.