There are very few people who aren’t familiar with the phrase “coming out of the closet.” This worked perfectly with achained up closet and the sign that read, “Gay and Lesbian Film Festival. Opening Soon.” Another dimension was added to the idea by looping a recording of random knocking and screaming and playing it from within the closet. This created the illusion that actual people were trapped within, and were dying to come out. It also generated lots of smiles. The closet was in the foyer of the cinema complex for two weeks prior to the opening of the festival, thereby reaching cinema lovers directly.
Agency: The Jupiter Drawing Room, South Africa.