The holidays can be a lonely and nostalgic time. With this insight, Cineplex wanted to reconnect a family over the holidays by giving them the gift of memories. To do this, we cut a trailer of their old holiday home movies and surprised them with a screening of it at a theatre. This not only reinforced that movie theatres are a great place for people to connect, but it reminded everyone that the greatest joy is being together.

To get in the festive spirit, we asked followers on Cineplex's social channels to tell us what they thought #TheGreatestJoy was. We further supported this campaign with an in-theatre activation designed for guests to share pictures together online or instantly print them into a custom holiday card.

Discipline: Creative Direction

Using Format