ODEON Cinemas Group, Europe’s largest cinema operator, has unveiled a new creative platform to support its new brand positioning ‘We Make Movies Better’, developed in partnership with creative agency ELVIS. The launch follows ODEON Cinemas Group’s appointment of ELVIS as its pan-European lead creative agency last year.
The new global creative platform aims to get people back into cinemas and to generate guest love and loyalty.
The new brand work taps into insights from research conducted by ELVIS, which showed that post-Covid, people are craving escapism, adventure and excitement—all things offered by a trip to the cinema, where you can forget real life for a short while and enjoy a unique experience.
ELVIS created four distinct characters to represent each of ODEON’s four brand pillars and show how ODEON makes the movie going experience better.
The Magician immerses you in the magic of the movies to create a sense of escapism; The Memory Maker makes the experience magically unforgettable; The Creator makes movies more delicious, creating a deeper multisensory experience; and The Navigator makes movie-going easier, delivering a seamless experience through every step of the journey.
A central part of the creative execution is a portal device, which symbolises the transformational effect of escaping into a great movie at an ODEON Cinemas Group cinema. The portal transports the guest into the world of movies, echoing the large, dark, immersive environment of the cinema auditorium.
Nicole Burdett, group head of marketing and campaigns, ODEON Cinemas Group,said: “We needed a big creative idea that would bring our new positioning to life in an engaging way. ELVIS came up with the goods, with a bold, ownable concept which can be activated across all our external communications while also strengthening our new brand purpose amongst our 11,000 colleagues.”
Neale Horrigan, executive creative director, ELVIS, added: “Our line-up of four incredible characters enables us to breathe life into the new ‘We Make Movies Better’ brand framework, making it tangible for cinemagoers and ODEON colleagues alike. Each of the characters represents a different facet of the ODEON Cinemas Group experience, showing how it’s more immersive, more memorable, more delicious and more seamless than those of its competitors.”
Creative agency: ELVIS
Neale Horrigan: Executive Creative Director
Rob Griffiths: Creative Director
James Hudson: Creative Director
Bill Hibbins: Senior Creative
Rob McEvoy: Senior Creative
Camilla Yates: Strategy Director
Jed Price: Senior Strategist
Harriet Philpott: Business Director
Sam Wright: Account Director
Charlotte Green: Senior Account Manager
Neil Carding: Senior Designer and Head of Studio
Flo Levene: Designer
Jason Garfield: Interactive Design Lead
Bene Tanser: Senior Motion Graphics
Jake Brownbill: Motion Graphics
Louis Mason: Senior Creative Producer
Preen: Production Agency
Human Robot Soul: Sound Engineering
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