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Lions for Lambs


To reach a larger audience for a movie with limited appeal, we created a series of provocative editorial pieces with some renowned leaders in politics and history to stoke the discussion among opinion-makers and thought leaders, without revealing the connection to the movie.


Instead, we focused on the core themes and made them the central points of each of the pieces.

This very successful series created a stir, successfully connecting to a larger audience, and creating interest among those who normally wouldn’t have gone to see the film. The above video--one in a series--with archbishop Desmond Tutu was timely and poignant.

Archbishop Desmond Tutu on Forgiveness
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