Silence is Golden Cheerleader

How do you get people to watch ads before a feature movie? Create ads that look and sound exactly like real movie trailers. This campaign for AMC theaters and their "Silence is Golden" program ran during actual trailers, encouraging people to silence their cell phones. Also, promotimg the idea, we created a video that I can proudly say went "viral" with 12 million views. Please don't ask me to make a viral video though. It doesn't happen like that anymore.