Cineplex's luxury recliners are a great selling point but unfortunately the ads showcased a dark reclining chair in an equally dark environment. Looking to refresh this creative, I came up with the idea of creating ads that were a shock of colour. This involved taking the seats out of the theatre environment and isolating them on bright and flashy backgrounds with a kaleidoscope of vivid fashions adorning eclectic models. The result was a huge increase in recliner awareness for Cineplex’s more premium experiences.

Discipline: Creative Direction

Using Format