In the summer of 2017, Belgian TV channel Canvas hosted Cinema Canvas: an outdoor event showing the biggest cult films in the biggest Belgian cities. To announce Fight Club in Kortrijk we literally brought the film to the city. The mayor of the city appeared on the national news, talking about some parking project. But it was something else that caught everyone’s eye: his black eye and bloody lip. In true Fight Club style, we didn’t talk about Fight Club and let social media take it from there. In no time people were wondering what had happened to him and journalists called his office. Until we released a second video, announcing that Fight Club was coming to Kortrijk.