BBH London staged this emotional cinema stunt to promote emergency first aid education on behalf of St. John Ambulance.

What first appeared to be a cinema spot about the pleasures of popcorn turned tragic when a child in the film appeared to be choking to death on the snack. After unsuccessfully trying to help her daughter the tearful Mother screams for help, at which point an audience member rushes to the stage and disappears behind the screen, to emerge in the film in time to save the child.

Read more about the making of the event and film on the BBH Labs blog.