Bell is Canada's largest telecom and an official sponsor of their Winter Olympic team. They needed an epic film to rally Canadians around their team - while championing Bell's service throughout. From Screen to Screen is a one-minute film set to the Russian folk song 'Kalinka' that captures every screen in the country as we celebrate our Canadian Olympic successes. The spot launched during the Super Bowl and quickly gained notoriety in the context of the Sochi Olympics for a scene showing a gay couple kissing in front of their TV. The media placement continued throughout the Olympic broadcast with a second version airing halfway through the Games that featured most recent Canadian triumphs in Sochi. The film received heavy media weight and as such it was important that the concept offered 'entertainment value' that would sustain several viewings.