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I got a bunch of briefs to put new improved taste Coke Zero front and central while people were at the cinema. Knowing that there was a huge existing bank of alternative, simplified film posters out there, we'd use smart phones and Facebook to test our audiences cinematic knowledge.
Everyone loved it but it unfortunately never saw the light of day. Shame, we could have pushed some money to the guys that produced these cracking images because they're real film fans. Win/Win.
PS. Raging Bull and Star Wars.