Asked to promote Hungarian film "For Some Inexplicable Reason," Y&R Budapest faced a problem. Most Hungarians don't go to the cinema to see home-grown movies any more, preferring Western films. This movie, by first-time director Gabor Reisz, needed to stand out. So the agency devised a "mobile cinema," a van showing the movie that people could order to come to them. People could order the experience for up to seven friends, and the van would come and park outside their home. It's a refreshing take on the idea of "movie on demand."
Following the stunt, word of mouth about the movie grew, and it ended up an international success, collecting awards at festivals such as the Torino Film Festival, and reviews in the likes of the Hollywood Reporter.