In order to spread awareness about the 2017 Toronto Silent Film Festival’s theme of newly restored films to a broader, more digitally-minded audience, the event wanted to find a way to make the art of restoring lost films relevant.

Based on the fact that people learn better by experience, the brand decided to bring the theme of the festival to life: the idea was for people to experience the task of restoring a silent film for themselves by creating the world’s first Instagram jigsaw puzzle.

The execution began with an Instagram account filled with scrambled puzzle pieces of the original posters of each film in the festival. Using Instagram’s newly-unveiled save feature, people were able to search through the pieces and save them in correct order to restore the image. It may sound simple, but with 21 pieces, there were over 50 quintillion possible arrangements—and only one solution.

The team offered the first seven people to send a screenshot of their completed puzzle a ready-to-frame art print of the puzzle. Winners were located in France, Italy, Portugal, Brazil, Indonesia, Iran and the United States, bringing awareness of Toronto Silent Film Festival to an international audience for the first time.

In addition to its impact abroad, the Instagram jigsaw puzzle results include over 16 million media impressions. It boasted an average post engagement rate of 45%, which is 30 times higher than the average for an Instagram entertainment account. The account also recorded 20% positive online sentiment and received press coverage in four continents — all with zero dollars spent on media.