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Elevation Pictures promotes Snowden with surveillance campaign

Elevation Pictures is conducting a street promotion in Toronto in support of the film Snowden. The two-week campaign will run until Sept. 18 to coincide with the Toronto International Film Festival. Developed by DentsuBos, the promotion involves the installation of motion tracking surveillance cameras around Yonge-Dundas Square. The cameras track and follow pedestrians in the square while streaming the images to a nearby video billboard. The intent is to illustrate the questions of privacy and security raised by Edward Snowden's release of documents concerning United States government surveillance activities. The campaign was developed in association with Cieslock Media. It also includes online materials and digital advertising.

"What Snowden did was bring a terrifying question to light," said Jon Freir, creative vice-president at DentsuBos. "Who’s watching us? Where? When? We wanted to show people what that means to them in a very real way. It was very interesting seeing people's reactions. Some felt terrified, some even praised it as the creepiest thing ever. Funnily, almost all looked around to see if there were other cameras spying on them, which in itself is very telling."

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