Orange Studio 37, as co-producer of the movie 'The Artist', wanted to make a bit of noise to celebrate the silent movie’s global success. The creative idea was to leverage 'silent' media formats, like print, to send people to a place that would best promote Orange’s role as a movie producer. By using a QR code with a witty headline inviting people to view a short movie homage to 'The Artist' on YouTube, the creative idea reflected the experience that most had when watching 'The Artist' at the cinema. The experience of missing specific sounds. The short movie homage showed visuals from the 1920s of people clapping at the cinema with no sound and went on to promote Orange’s role as co-producer with Studio 37.