The full-service creative agency Today the Brave has created a new ad campaign See the Big Picture for Australian exhibitor Hoyts that showcases the cinema-sized experience it offers. The campaign is an invitation from the brand to movie-lovers highlighting everything the cinema offers from the big sound, comfort, and luxury to those recliner chairs.
Damian Keogh, Hoyts CEO, said the new brand positioning not only talks to the unique experience that the big screen provides. He added, "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."
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."
Vince Osmond, creative partner at Today the Brave, said it's always great having a clear problem to run at. He said, "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.”
Each of the four ads targets a different movie genre: Zombie, Comedy, Animation and Space. Then it notes that 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, ideally leaving the audience wanting more.
Hoyts will be rolling out the campaign and visual identity until the end of the year, running across major Australian broadcast channels.