We Make Movies Better says ODEON Cinemas Group
ODEON Cinemas Group brings We Make Movies Better brand positioning to life with new cast of characters created by ELVIS and shot by Preen.
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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, with production by Preen and filmed at Cherryduck Studios by Director Cortney Stowers and Photographer Spiros Politis.
ODEON Cinemas Group engaged ELVIS to develop a new creative platform to inform all internal and external communications, based on its new global We Make Movies Better purpose and brand framework, in order 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.
Credits
powered by
- Agency Elvis/London
- Production Company Preen
- Director Cortney Stowers
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Credits
powered by
- Agency Elvis/London
- Production Company Preen
- Director Cortney Stowers
- Producer Cortney Stowers
- Executive Creative Director Neale Horrigan
- Creative Director Rob Griffiths
- Creative Director James Hudson
- Senior Producer Louis Mason
- DP Matthew Scott
- Senior Creative Bill Hibbins
- Senior Creative Rob McEvoy
- Senior Designer/Head of Studio Neil Carding
- Designer Florence Levene
- Senior Motion Graphic Designer Bene Tanser
- Motion Graphic Designer Jake Brownbill
Credits
powered by
- Agency Elvis/London
- Production Company Preen
- Director Cortney Stowers
- Producer Cortney Stowers
- Executive Creative Director Neale Horrigan
- Creative Director Rob Griffiths
- Creative Director James Hudson
- Senior Producer Louis Mason
- DP Matthew Scott
- Senior Creative Bill Hibbins
- Senior Creative Rob McEvoy
- Senior Designer/Head of Studio Neil Carding
- Designer Florence Levene
- Senior Motion Graphic Designer Bene Tanser
- Motion Graphic Designer Jake Brownbill
Partnering with ODEON Cinemas Group, ELVIS has developed a new creative platform to bring the We Make Movies Better brand framework to life. The agency has 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, welcoming you in with warmth and passion; 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.
Born out of ODEON Cinemas Group’s passion for epic visual storytelling, the cast of incredible characters was developed to stand proudly alongside the biggest stars of the big screen. Their look-and-feel was carefully designed to give each character a heightened heroic presence, whilst keeping at least one foot grounded in reality. Both motion and stills were shot in collaboration with Preen, with all post and VFX work carried out by ELVIS’ in-house team.
The four characters will act as shorthand for ODEON Cinemas Group, enabling it to communicate the benefits of its brand experience to its audiences across Europe.
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. With light rays emitting like the light from a movie projector, it reflects the awe-inspiring experience of a trip to the cinema. It also evokes the iris and pupil within the human eye, to convey the wide eyed, pupil-dilating intense emotion felt by cinemagoers.
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The new identity creates a common brand world across all of ODEON Cinemas Group’s European brands for the first time in its history, bringing the new positioning to life across its ODEON (UK, Ireland & Norway), UCI (Italy, Germany and Portugal), Cinesa (Spain), Filmstaden (Sweden) and Finnkino (Finland) brands.
The new positioning will roll out in all ODEON Cinemas Group venues and on digital and social channels.
Cortney Stowers, Producer and Director, Preen said: "The campaign is all about capturing the magic of going to the cinema and so we cast individuals with a sense of 'magic' about them, a sparkle, a unique look and also ensured that they each complemented one another when brought together in the final campaign video."
Nicole Burdett, Group Head of Marketing & 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.”
