Grabbing the opportunity

Showcase Cinemas are one of our oldest clients and we’re always thrilled to work with them. This time we were asked to promote their amazing XPlus auditoriums – a big step-up from standard screenings with 360º sound, wall-to-wall screens and ultra HD.

From an open brief we presented three different ideas. The client was most taken with our ‘grabbing hand’ concept – showing hands reaching through the cinema screen and literally grabbing or engaging with customers. A metaphor for the vivid experience that XPlus provides, the finished creative is both fun and dramatic.

The campaign has been expanded to represent different movie genres and customers, and is currently promoting XPlus through billboards, posters and digital marketing.