Ricardo Marques
Marketing Director at Anheuser-Busch InBev
Lisboa, Portogallo
TitoloCinemagine
Agenzia
Campagna Cinemagine
Cliente Cinepolis
Marca Cinepolis
PostedAprile 2015
Settore Cinema e Teatri
Trama Synopsis;Movies have always been about images. After all, the first movies were silent. And, year after year, the quality of the images has improved. All so you can visually immerse yourself in a movie at the movie theater. But how could we make this magical place also be magical for people who can't see the images?;Strategy;The magic of Cinemagine: Twenty-minute scripts were created with details to help the audience imagine the scene. These scripts were then recorded in audio format and synchronized with all of the technology resources of a 4DX movie theater. The result was a movie session to be felt and imagined, one that explored every aspect of this technology and created entertainment for people who don't usually go to the movies.;Relevancy;4DX technology already exists – you've probably been to a movie theater that has it. Inspired by people who don't normally go to the movies, we used this technology to create a new experience. We reinvented the seventh art in a way movie theaters had never imagined, producing a sensory experience that uses all the features of 4DX theaters to stimulate the most important technology in the world: the imagination.;Outcome;We could never have imagined how successful this idea would be. Our greatest result was the smile on people's faces as they left the theater after having experienced something truly innovative. The imageless session was a hit with both critics and the public. Cinemagine not only managed to bring into theaters people who had previously been excluded, but also created an integrated entertainment experience where everyone is equal. Starting with a limitation, we broadened the way in which we tell stories, offering equal-opportunity entertainment. Now, in addition to blockbusters, movie theaters can also offer Cinemagine movies to reach many more people.;Execution;On the same day and at the same time, six movie theaters in different cities held the world's first imageless movie session. The cities were Curitiba, São Paulo, São Bernardo do Campo, Guarulhos, Salvador and Fortaleza, covering Brazil from north to south. Many institutes for the visually impaired around the country were invited. The session was also open to people with sight, resulting in inclusion for all, regardless of visual abilities, in the same experience.;Campaign Description;In a world that constantly lives and breathes images, Cinemagine was born almost as a form of counterculture. Inspired by Brazil's over 3.5 million visually impaired people, we used the features of 4DX theaters, such as simulated wind, scents, chair movement and water, but in an entirely new way, using the sensorial experience to expand people's imaginations. After all, when you use your imagination, you can see anything you want.
Tipo di Media Ambient
Lunghezza
Creative Director
Creative Team
Creative Team
Creative Team
Creative Team
Illustration
Illustration
Sound Production
Production Company Producer
Casa di Produzione
Graphic Production
Chief Creative Office André Lima
Creative Director André Havt
Copywriter Fernando Christo
Founder Fernando Christo
Art Director Danilo Nagami
Film Maker Caja Guedes
Art Director Daniel Scheiner
Market Analytic Yohan Song
Account Manager Lucas Giglio
Productor Wender Assis
Productor João Muniz
Audio Diretor Lucas Sfair
Executive Creative Director Carlos André Eyer
Entrant Company NBS
Idea Creation NBS
Idea Creation MIRUM
Production CANJA AUDIO CULTURE
PR NBS
Media Placement NBS

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