Description:RBC is deeply involved in the film industry. As a bank, they finance film projects, have programs to support emerging filmmakers and sponsor the Toronto International Film Festival (TIFF). In 2010, RBC wanted to increase Canadian’s affinity with RBC by dialing up the visibility of their TIFF sponsorship with a mass campaign that celebrated RBC’s passion for great film. We asked ourselves, what makes a film “TIFF worthy” and what is the rallying cry that will connect RBC with the mindset of TIFF film fanatics? We arrived at this idea: “See something original” We brought the idea to life by showcasing predictable film clichés and then re-created them with a fresh perspective.