The Fantasia Film Festival is an independent, underground festival known for its blood and gore offering. The festival wanted to become more mainstream and attract a larger cinema going public. As Fantasia was running during July, we positioned it as an alternative to the brainless summer Hollywood blockbusters on offer by creating two activists to denounce Hollywood clichés. Their message: UNPROGRAM YOURSELF, unwash your brain at fff5.blogspot.comBlog available in FRENCH ONLYUser: fff5contact@gmail.comPassword: fantasia2007

Our two activists launched a blog that attracted 22,343 visitors, recorded several viral videos, all ridiculing a Hollywood film cliché, giving us huge web presence.

1,600 people joined a Facebook group to collectively burn their worst Hollywood films in a secret location.As the propaganda grew notoriety in the press, we announced at the press conference that it was in fact the official advertising campaign for Fantasia 2007. We then gained a 182% share of voice across TV, press and web as a Hollywood studio threatened us with legal action further propelling our campaign into the mainstream at no cost to ourselves.