Every Winter, in Los Angeles and globally, the major film studios and distribution companies organise intensive and complex public relations campaigns aimed at those eligible to vote in the Oscars and its smaller precursor ceremonies, positioning their best-reviewed and most commercially successful films of the year as contenders in categories that recognise outstanding directing, producing, acting and a variety of technical elements.

Campaigns of this sort are known as ‘For Your Consideration’ (FYC) campaigns, with campaign materials traditionally asking voters to ‘Consider’ the film when casting their votes.

Dozens of FYC campaigns come and go every year, many using intuitive and compelling methods and arguments to get voters’ attention and affirmation. Yet one campaign has stuck with me over the past few years; one that made headlines for its clever ‘piggybacking’ on…