The film screenplay is a standard format that hasn’t changed in decades. While most screenplays feature actors, the stars of this OOH campaign were regular, people. Highly contextual bus shelters and wild postings used short screenplays to narrate the everyday happenings of the city. We scripted life everywhere, from bus shelters to childcare centers. We even scripted the film festival itself, surprising attendees with an interactive digital board that narrated a festival screening in real-time. In the end, we gave the biggest role in the festival to the audience, showing that each of us has a story worth telling.

We used the film screenplay – a standard format that hasn’t changed in decades - to narrate the everyday happenings of the city. Our highly contextual, location-specific OOH campaign invited people from all walks of life to our film festival. Rather than actors, the most important role in the festival belonged to our audience, showing that every one of us has a story worth telling.