ODEON Cinemas Group, Europe’s largest cinema operator, has today unveiled a new pan-European brand campaign, ‘Feel Cinematic’. The push was developed in partnership with creative agency elvis.
Post-pandemic, and with the associated growth of streaming platforms, cinema brands face the challenge of rekindling people’s love of cinema and welcoming guests back to enjoy new releases on the big screen. ODEON Cinemas Group partnered with elvis to develop a campaign which would create an ownable emotional connection, focussing on the benefits of coming to see a film at an ODEON cinema.
The ambitious new push seeks to engage with a core audience of new and lapsed cinemagoers, aged 18 to 54, with a focus on families, film fanatics and sociable adults. The campaign line ‘Feel Cinematic’ reflects the emotional benefit of coming to an ODEON cinema, encapsulating how good it feels to be fully immersed in the ODEON experience.
A 40-second hero film, directed by Jack Cole at Kode Media, portrays one guest's journey through an ODEON cinema. As they interact with each touchpoint in the cinema experience, it acts as a trigger invoking a powerful cinematic feeling. The spot brings these moments to life by swapping back and forth between two very distinct styles: ‘normal mode’ and ‘cinematic mode’. ‘Normal mode' reflects the true, classic experience of an ODEON cinema, while 'cinematic mode' transports the viewer to a heightened reality, with dramatic, Hollywood-style shots and an epic orchestral score.
The hero film is supported by four 10-second vignettes. Other campaign activity includes digital, paid and organic social, radio and audio streaming, cinema foyer screens and kiosks, eCRM and PPC, with media planning and buying by Manning Gottlieb.
The campaign is running across the UK, Ireland, Germany, Spain, Italy, Portugal, Sweden, Finland and Norway.
This professional campaign titled 'Feel Cinematic' was published in Germany, Spain, and United Kingdom in March, 2023. It was created for the brand: ODEON Cinemas Group, by ad agency: Elvis. This Integrated medium campaign is related to the Recreation, Leisure industry and contains 2 media assets. It was submitted about 2 months ago by Owner: Julia Conroy of Julia Conroy Limited.
Client: ODEON Cinemas Group
Nicole Burdett - Group Head of Marketing & Campaigns
James Collins - Head of Consumer Marketing, UK
Pippa Ward - Marketing Manager, UK
Francesco Reitano - Marketing & Communications Senior Manager, Southern Europe
Carolin Högmyr - Head of Marketing, Northern Europe
Chris Bates - Chief Commercial Officer, Europe & UK
Creative agency: elvis
Neale Horrigan - Executive Creative Director
Matthew Benny and Brendon Howell - Senior Creatives
Harriet Philpott - Business Director
Michelle Simons - Group Account Director
Sasha Bachir - Senior Account Manager
Goldy Gbedema - Account Manager
Jed Price - Senior Strategist
Pip Scott - Creative Producer
India Oliver - Senior Creative Producer
Jason Garfield - Head of Motion
Bene Tanser - Senior Motion Designer
Neil Carding - Head of Studio
Nick Swaffield - Senior Retoucher
Sarah Huby-Jones - Senior Artworker
Tom Gudgeon - Design Director
Alessandra Conti - Senior Designer
Lottie White - Creative Production Director
Camilla Yates - Strategy Director
Production Studio: Kode Media
Director: Jack Cole
Producer: Gwilym Gwillim
Executive Producer: Jack Goodwin
DOP: Ben Todd
Production Designer: Simon Davis
Wardrobe Stylist: Selina Wong
Hair & Make Up: Holly Miller
Editor: James Norris - Nomad
Post & Online: Kode Media
Colour: Rich Fearon - Black Kite
VFX - WeAreCovert
Post Producer: Ed Chambers
Sound Design & Mix: Tom Pugh - Grand Central Studios
Music / Composer: Space tones - Hubbles Law, Out Standard - Wake-up with a bang.
Photography: Guy Farrow
Media agency: Manning Gottlieb