Showcasing HOYTS’ cinema-sized experience, regardless of the channel.
Full service creative agency Today the Brave has released new creative work for Australian national cinema brand, HOYTS.
Instead of surrendering to smaller media formats, ‘See the Big Picture’ showcases HOYTS’ cinema-sized experience, regardless of the channel.
The campaign is an invitation from the brand to movie-lovers who also love everything the cinema offers - big sound, comfort, luxury and those recliner chairs.
Damian Keogh, HOYTS CEO, said the new brand positioning not only talks to the unique experience that the big screen provides.
"But also the big picture mindset of our people and business, as we continuously set the standard of cinema today while investing in the cinema of tomorrow," he said.
Jade Manning, creative partner at Today the Brave, said the agency felt this was its opportunity to showcase the impact of the big screen.
"Which Australians continue to prove is the number one entertainment experience," said Manning.
Vince Osmond, creative partner at Today The Brave, said it's always great having a clear problem to run at.
"How do you communicate the magic of the big screen, on screens that are significantly smaller? These Cinema-Sized ads run directly at the issue, turning the media challenge into a massive opportunity,' he said.
Consisting of four genre executions - Zombie, Comedy, Animation and Space - ‘See the Big Picture’ comes with a catch. Each ‘short-ad’ uses tight, close-up frames that reveal only a fraction of the action or impact of the cinema experience, leaving the audience wanting more.
HOYTS will be rolling out the campaign and visual identity until the end of the year, running across broadcast channels including Foxtel, and across catch up TV channels Nine, Ten and Seven.
Credits:
Production Co: MOFA
Director - Nick Kelly
Executive Producer – Llew Griffiths
DOP - James Brown
Art Director - Sam Lukins
Casting - Citizen Jane
SFX Make Up - Make Up Effects Group
Offline Editor - Hayden Somerville
Grade - Greg Constantaras
Online - Eugene Richards
Photography - Milos Mlynarik
