This project was to create a campaign, targeted towards existing Netflix customers in the UK aged 18-34, encouraging them to explore Netflix's extensive foreign film collection. The most commonly cited reason for not watching international film was the use of subtitles, however, the demographics of my target audience were more open to the idea. The UK prefers subtitles to other alternatives as well as the young target audience uses subtitles more often than any age group. I created an advertising campaign to direct viewers to a new film club. The film club website would focus on one film each week and would be chosen by visitors in a tournament voting system putting one film up against another. The competition would encourage fans of each film to convince other voters. This dialogue would be more persuasive than any advert as it is coming from genuine enthusiasts as opposed to a corporation.