How the Heartwarming Story of 'Caine's Arcade' Spawned a Movement

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When filmmaker Nirvan Mullick posted a video about 9-year-old Caine's homemade cardboard arcade, it became an instant viral sensation. The documentary has been viewed over six million times on YouTube and Vimeo since it went live in April 2012, but if you still haven't seen it you're in for a treat:

Since then , fans have donated more than $200,000 to Caine's college fund and shared videos of their own cardboard creations. Caine even spoke at the Cannes Lions advertising festival in France. Inspired by the response, Mullick and the team behind the original short launched the Imagination Foundation, to " find, foster, and fund creativity and entrepreneurship in kids." They've released a follow up video about the reaction to the video and their efforts with the foundation. Perhaps thanks in part to Mullick's background in advertising, the success of the documentary illustrates the power of a good story, when backed by social media, to move a massive audience. 

For more information about the film, visit http://cainesarcade.com/.

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Kasia Cieplak-Mayr von Baldegg is the executive producer for video at The AtlanticMore

Cieplak-Mayr von Baldegg's work in media spans documentary television, advertising, and print. As a producer in the Viewer Created Content division of Al Gore's Current TV, she acquired and produced short documentaries by independent filmmakers around the world. Post-Current, she worked as a producer and strategist at Urgent Content, developing consumer-created and branded nonfiction campaigns for clients including Cisco, Ford, and GOOD Magazine. She studied filmmaking and digital media at Harvard University, where she was co-creator and editor in chief of H BOMB Magazine.

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