As much as I think the musical number is a bit over the top and it looks like it didn't go all OK GO with the dance, the creative is spot on. Should have added a massive share functionality and recreate this in a Facebook tab.
http://www.breastfestfilmfest.com/splashpage.shtml
The offline initiative is maybe too targeted at a small audience but it does try to do something different for sure.
http://www.breastfestfilmfest.com/
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