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| Author | Mia Blakeney |
JD have launched a media-first cinema and OOH immersive campaign that invites cinemagoers to capture their authentic meaning of ‘family’, putting audiences on the big screen through a sharable, interactive foyer activation.
The idea, initiated by Goodstuff and activated by Digital Cinema Media (DCM) and Grand Visual, aims to elevate the core idea at the heart of JD’s ‘Family Portrait’ Christmas campaign, which launched on November 15 and celebrates a unique perspective on traditional family constructs through the eyes of its consumers – redefining what family really means today.
Working with DCM Studios, creative out-of-home studio Grand Visual and Vue Cinemas, for one weekend only (22-24 November), visitors who attended Vue Stratford in London and Vue Printworks in Manchester to see Gladiator 2 or Wicked had the opportunity to appear on the big screen alongside JD’s “Family Portrait” festive ad campaign.
On arrival to the cinema, visitors were invited to take a photo in a JD branded photobooth that was situated in the cinema foyer, encouraging the audience to take a snap with their own ‘chosen family’. All images were scheduled in real time to appear as part of an end card that played following JD’s Christmas cinema ad campaign, which was running in reel before the film.
As well as audiences seeing themselves live on the big screen, to complete a full 360-cinemgoing experience, as they left their screening they also saw their images across a multitude of out-of-home placements around Westfield Stratford and Vue Printworks Manchester.
Chris Waters, UK & EU Marketing Director at JD, said: “Our festive campaign honours not just the families we’re born into, but also those we choose along the way. It is all about authentic connection. We wanted to push the boundaries of cinema and OOH and invite our customers to feel immersed in the campaign. This activation gives the audience the chance to connect with the story and show us their own forms of ‘Family’.”
Jaz Hogben, Business Director at Goodstuff said: “Through collaboration and never before seen tech, this activation elevates the central campaign idea, placing audience members in the heart of the action and giving them the opportunity to celebrate their own Family during the festive season on the big screen.”
Jeremy Kolesar, Creative Director – DCM Studios, Digital Cinema Media, commented: “This groundbreaking campaign is all about immersing cinemagoers in the full cinema experience. It's a fun and innovative way for JD to connect with its target young audiences in real time, blending interactivity, entertainment, and community like never before."
Jack Devlin, Client Director at Grand Visual said: ‘’This activation sticks to the core of the Family campaign by providing surprising and exciting moments for the public to share with their chosen family. Families are built on shared experiences and this innovative campaign provides multiple opportunities for these through seeing their images not only on the big screen, but then again on dynamically targeted DOOH as they leave the theatres.’’