How do you find a relevancy for a true original in a world of shinier technology? Tackling the dramatic decline in sales for Kodak Motion Picture Film, we found an answer: reminding visual storytellers that while digital may be the new standard, it’s not the gold standard. With #FilmWorthy, we tapped into filmmakers’ passion for their craft, inspiring them to speak up and celebrate the projects—the stories—that are truly “worthy” of being told on film. Print ads started this vocal movement with an unexpected dialogue, and a brand activation team lit a fire under the topic at the Sundance International Film Festival. #FilmWorthy created 2.1mm social impressions in its first month—an increase of 527%—and has the movie industry talking film again.