Cineplex
We’re not here to judge.
What happens in the movie theatre, stays in the movie theatre…and that includes your wacky snacking habits. Whether you shovel popcorn into your face like it’s your day job or you use your Twizzler as a straw…when the lights go down, we’re free to be ourselves and snack how we want to.
The Big Idea: Shine a (literal) spotlight on movie goers’ unique snacking habits to highlight a key driver behind the movie going experience.
Execution: national social campaign, pre-show, OOH, print.
Holiday Campaign
Some families make gingerbread houses, others do a gift exchange. Some go to the movies.
The Big Idea: Evoke the nostalgia and feel-good emotion of the holiday season with a The Grinch Who Stole Christmas-style poem and narration, to cement Cineplex theatres and the act of moviegoing as an iconic holiday tradition.
Execution: national social campaign, pre-show, radio, OOH, print.
Concession Confessions
Our movie snack orders and habits are like snowflakes. No two are the same, and they should be celebrated, not shamed.
The Big Idea: Turn movie goers’ concession confessions into proud statements to increase consideration and conversion for food & beverage purchases.
Execution: national social campaign, pre-show, OOH, print.
National Popcorn Day Campaign
Not that you need a rationale to give out free popcorn.
The Big Idea: Recreate iconic scenes and replace movie stars with a popcorn face, to remind everyone (as if they could forget) that popcorn is the real star.
Execution: national social campaign, pre-show, OOH, print.
Tommy Texter Refresh
We added some new characters to the iconic pre-show spot to account for modern movie-going gripes.
Note: I fought hard for Vicky Vaper. Maybe in another 10 years.