You Will Like This Film Festival or Your Hand Will be Cut Off
So DraftFCB in Lisbon came up with an interesting way to leverage awareness of social media to promote the sponsorship of a film festival. To call attention to Jornal de Noticias' sponsorship of the 31st FantaPorto Oporto International Film Festival, the agency did a little modification to the Facebook Like icon bringing it more in line with the subject matter of the film festival.
Like it or die. Or something like that.