Every week, Singaporeans watch a lot of meaningless Hollywood blockbusters. There’s nothing bad about liking these movies, as they are fun. But, sometimes your brain needs to balance them with something more meaningful. The French Cinema is globally recognized as being more intellectual and ‘arty’. So, in order to attract a non-French audience to the French Film Festival in Singapore, we created a series of long copy ads that position the French Films as a more sophisticated experience that has the power to balance your intelligence after watching the crazy amount of meaningless blockbusters.