2021 Winner

CASE SUMMARY

Objectives & Challenges

When COVID-19 made the whole world come to a standstill, to many people it felt like a Hollywood disaster movie became real.

For the first time ever, the entire world was urged to stay home, and people weren’t able to have their usual experiences. Film companies postponed all major releases and Cineplex, Canada’s largest cinema, was forced to close each of its 165 theatres.

Cineplex wanted to let Canadians know that they would be there for them when we emerged from the pandemic. It was vitally important to maintain connections with Canadians during lockdown, so a campaign to increase engagement became the program goal.

Insight & Strategy

As all of us navigated our way through restrictions and realities of COVID-19, one of the most striking things about the situation was how it made us recognize the experiences we value the most. Simple things like hugging family, meeting friends for coffee, and even going to the office were suddenly things we craved.

For many, one of the experiences near the top of that list was going to the movies. Interestingly, that desire wasn’t from a lack of movie access – one of the defining pandemic behaviours was tuning into streaming services, which vastly increased in usage. Instead, what people were missing was the way they watched movies: as audience members, together in a large space, sharing a collective moment.

In a circumstance when people can’t come to the theatre, the brand decided to bring the theatre experience to them.

Execution

Just like many of the best movies, the execution relied on a larger-than-life idea. The team needed to deliver the power of movies on the big screen – a key differentiator for Cineplex – and they needed an environment that was COVID-friendly.

The answer was an enormous wall across from a high rise apartment complex in Toronto that would become a projection screen. Residents’ balconies became front row seats for the experience and still allowed people to be safely distanced.

On a Saturday night, the apartment was surprised with a screening of How to Train Your Dragon on the massive wall. Tuning into an FM radio frequency, viewers listened to the movie and a specially recorded introduction from its star, Jay Baruchel. The film gave all residents – adults and kids alike – the kind of cinematic escape they needed to make them forget about COVID, at least for a while.

A special partnership with Skip the Dishes allowed people to complete their movie experience by ordering genuine Cineplex Theatre popcorn and snacks.

The cinematic gesture was an incredible delight for its audience – and beyond. Roaring applause from residents capped off the screening and surprised even the event crew.

Results

Social content was posted organically with more than 30,000 views in the first 72 hours. Campaign engagement and viewer objectives were exceeded in the first week: Viewer Index vs. Norm: Facebook (352) and Instagram (395); Engagement Index vs. Norm: Facebook (239), Instagram (240) and Twitter (260); Organic reach and engagement double Cineplex content averages.

Credits

Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
Associate Creative Director/ Copywriter: Dan Cummings
Associate Creative Director/Art Director: Vic Bath
Agency Producer: Houng Ngui
Account Team: Mike Sutton, Matt Sinuita, Jenn Gaidola-Sobral
Planning Team: Heather Segal
Client: Cineplex
Clients: Dan McGrath, Sara Moore, Lauren Aitchison, Cathryn Levine
Production Company: Zulubot
Directors: Vic Bath, Dan Cummings
Executive Producer: Tom Evans
Producer: Colleen Allen
Director of Photography: Adam Griffiths
Camera Operator: Kyle Chappell
Camera Assistant: Chris Greef
Production Assistant: Shannon McCormack
Editing Company: Zulubot
Editor: Max Lawlor
Online: Alex Boothby
Transfer: Felipe Chaparro
Sound design: Noah Mroueh