A film that features one of Hollywood's most recognisable faces hidden behind a mask; that's based on a fictional character created by a real person but where the story is then fictionalised beyond recognition, that's cult and independent but with big-screen aspirations - deserves a different take on marketing.
Frank is a film to win the hearts of music lovers and indie film fans alike, so we looked to activate that audience through social media - but using a network that's already built out, namely the dozens of independent (or independently-minded) cinemas across the UK and Ireland.
In the run-up to the release, we brought Frank in person to cinemas and towns across the UK through social skins and images (and a bit of the magic of photoshop). We provided content to post, including a guide to creating your own Frank head in video and Buzzfeed form. And we worked with a comic artist to bring interviews with the cast to life in a whole new way.