To promote the competition and motivate film-makers to enter, we created a short format internet film in the style of film titles. We shot underwater sequences of personal belongings sinking to the bottom of the ocean as homage to the floundering Titanic over 100 years ago. The film was posted on the competition website, partnering websites and YouTube. The film is also being accompanied by a direct marketing campaign targeting film schools and film bodies.The film is live during a time when Titanic dramas and documentaries are being broadcast continuously and memorial events are happening throughout Ireland.

The campaign went live on April 17th and has already generated entries from 8 of Ireland's film college courses, as well as an entry from a young film-maker from as far away as Mexico. Due to the phenomenal response already Ford has committed to running the short film competition next year with the aim of making it a long term sponsorship for the Ford Brand.