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Toronto Silent Film Festival begins puzzle campaign

The Toronto Silent Film Festival has begun a new campaign called the "Instagram Jigsaw Puzzle" in support of its upcoming event in April. The campaign, developed by Red Lion Canada of Toronto, uses the image of a jigsaw puzzle to represent the process used to restore old films previously thought to have been lost.

The campaign consists of an online interactive presentation at Instagram, in which consumers can put a puzzle together by finding 21 pieces and saving them in the correct order, thus revealing the original image. The festival will award prizes to the first seven people to solve the puzzle.

"We have been partners with The Toronto Silent Film Festival for some time now and every year I'm impressed with their desire to push the envelope creatively, to want a creative execution that can be noticed globally," said Matt Litzinger, president and chief creative officer of Red Lion. "For silent film historians, piecing together a lost silent film is much like putting together a jigsaw puzzle. It can take hundreds of hours sifting through what felt like random pieces to revive just one film."

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