Cineplex: Lily & The Snowman [video]

Credits & Description:

Nomination: Digital
Category: International Digital - Online Video
Award: Gold
Agency: Zulu Alpha Kilo
Name of brand being promoted: Cineplex Entertainment
Title of entry: Lily & the Snowman
Name of product being promoted: Cineplex
Name of company entering the work: Zulu Alpha Kilo
Country of entrant company: Canada
Agency Network: Independent
Creative Director: Chief Creative Officer: Zak Mroueh,
Executive Creative Director: Allen Oke
Art Director/Designer: Guilherme Bermejo
Copywriter: Nick Doerr
Clients name: Cineplex Entertainment
Account Director: Mike Sutton, Roy Gruia, Laura Robinson
Account Manager: Winnie Hsiao
Animation: Hornet Inc.
Agency Producer: Tara Handley
Production Company: Hornet Inc.
Director: Dan & Jason, Hyesung Park
Production Company Producer: Desiree Stavracos
Sound Studio: Vapor Music
Sound Engineer: Julian Rudd
Other: Associate Creative Director: Noel Fenn, Andrew Caie
Clients: Susan Mandryk, Peter Furnish, Darren Solomon, Maxine Chapman, Laura Mingail, Sarah Van Lange, Justine Melman
Strategic Planner: Ebrahim El Kalza
Synopsis:
Cineplex, Canada’s premier cinema company, faced a fundamental challenge. While Cineplex enjoyed near universal brand awareness they were surprisingly weak on brand affinity. Any emotional connection Canadians had was to the Hollywood films Cineplex played, and not the brand itself. This was increasingly becoming an issue with the onslaught of new, cheaper, more convenient ways to watch movies such as Netflix and Apple TV. Cineplex set out to remind Canadians to see the big picture and rediscover the meaningful role that entertainment can play in their lives. An emotional short film was created with the intent of being as entertaining to watch as the movies Canadians watch on Cineplex screens. The film surpassed 30 million views, shattering objectives by over 1300%, with a remarkable 9:1 ratio of organic vs. paid views. All this engagement helped drive record theatre sales and a remarkable increase in brand affinity in under three months.