'J'espère que tu vas bien' is an independent Canadian experimental film, an 87-minute-long “walk and talk” through the streets of Montréal. Inspired by the film’s artistic approach, we invited Instagramers Montreal, a local photography group, on an 87-minute photowalk along the same route taken by the actors. As a nod to the film’s format, 87 shots were selected to become posters, which were displayed in the theatre where the film screened. Word spread throughout the Instagram network, and the exhibit was so successful that the theatre extended the display period from three days to seven weeks.

We turned the traditional model of film promotion upside down by asking local Instagram photographers to create 87 posters for a single, independent film. Each poster was signed with the photographer’s hashtag, and was displayed on the film’s Facebook timeline. The Instagram community was excited to view the work of their fellow members in a real campaign, which fuelled a strong buzz around the upcoming film release at Cinéma Excentris. Word spread throughout the Instagram network to friends of community members and fans of Cinéma Excentris. Many went to the theatre to see the impressive mural showcasing all 87 posters in addition to seeing the film. The Québécois cultural media picked up the story; they reported on the poster campaign to their moviegoing audience and they broadcast a version of the film’s trailer that we created from the 87 images.

• The film’s initial three-day run was extended to two weeks, effectively launching it on the film festival circuit.

• The poster exhibit was so successful that Cinéma Excentris extended the display period from three days to seven weeks.

• 12,000 film buffs walked by the posters instead of 750.

• Fast Company claimed it was '… the first instagrammed movie poster campaign' and Adweek described it as the 'world's first crowdsourced movie-poster campaign created through Instagram!'

• Québécois media picked up the story and broadcast a version of the film’s trailer created from the 87 images.

• A potential online audience reach of two million.