The Toronto Silent Film Festival, which runs April 4 to 9 at the Phoenix Theatre in Toronto (naturally), is gaining plenty of attention for it’s imaginative use of Instagram to promote the event.

Three Instagram profiles, tsff_1, tsff_2, and tsff_3 were launched, with each consisting of a stream of 60 black and white movie stills on 30 Instagram images. When an Instagram smartphone app user quickly scrolls through the images in slideshow view, the images create a flipbook-like animated trailer.

The campaign was created by Toronto agency Cossette.

[via Ads of the World]