Toronto Silent Film Festival: Instagram Jigsaw Puzzle

Objective

Toronto Silent Film Festival sought to promote its 2017 programming of newly restored silent films, some shown for the first time in nearly a century. The campaign tapped into the thematic parallel between film restoration and puzzle-solving to create engagement among cinema enthusiasts.

Solution

Red Lion Canada created the first-ever Instagram Jigsaw Puzzle, a game playable through the platform's native 'save' feature. Users visited @TSFF2017_puzzle and arranged 21 images from vintage movie posters in the correct sequence. With over 51 quadrillion possible combinations, the puzzle required both logic and film knowledge. The first seven people to correctly solve and submit screenshots received prizes.