Geometry Argentina has debuted a touching new film for cinema chain Cinemark Hoyts that dramatises the benefits of going to the cinema. The film follows the daily life of a robot whose world is dull, repetitive, and menial. It is only until he goes to the cinema with another robot that things dramatically change, proving that 'Going to the Movies is Good for us.'
The film shows that when we go to the movies, we are able to leave all the bad outside and connect with those around us and with emotions typically pushed aside due to our daily routines. At the movies nothing interrupts us: the lights go out, we connect with the screen and nothing can get in the way. We leave our worries, stress, routine, noises, lights and technology aside so that we can get transported into an amazing story.
Karina Aiello, Geometry Argentina CEO, said: "There are campaigns that excite and make us proud, this is one of them. We met a client that aims to make their customers live a memorable experience, moments of enjoyment that disrupt their day to day. A client that is always raising the bar in that sense. That makes the message 100% consistent with the offer. In the agency we say that just giving a message is not enough, brands should do accordingly. In this case Cinemark Hoyts makes the public connect with the emotions and I think the campaign conveys the essence of the brand."
Tony Waissmann, Geometry Argentina CCO, added: "I am so happy. To share this campaign gives me so much joy, it is a tremendous job between the client and the agency, this work without one of the two parties could not have been possible and it shows the confidence our client has in us. Which is incredible and fundamental to be able do more things."
"The movies are a magical place and we tried to make a piece that is more like a short film than an ad, we wanted to tell a story, but with a powerful insight that shows us an absolute reality. We identify with this piece and with the concept of the whole campaign, it is a hit of reality that makes you want to go out to the movies. Every time I see the campaign I like it more and I hope that people like it just as much."
Laura Najlis, marketing and commercial director for Cinemark and Hoyts commented: "As leaders of the industry, we are very proud to carry out this campaign. We wanted to talk about the experience we offer, and about what cinema as such means in people's lives, focusing on its attributes and differentials, and what it provokes in viewers from how it makes them feel. The cinema is a social experience. Cinema connects us, excites us, mobilises us, excites us, generates expectations. It is a moment of enjoyment, disconnection from routine, sharing and dreaming through a story, and building unforgettable moments."
"Once again, our agency, Geometry perfectly interpreted our goal, and was able to shape our message in a wonderful way through this piece, and all the elements that make up our campaign. We hope that spectators enjoy it and get as excited as we are."
Creative Agency: Geometry Argentina
Chief Creative Officer: Tony Waissmann
Executive Creative Director: Claudio Giovanelli Zaia
Creative Director: Maria Lujan Donaire / Hernan Damilano
Art Director: Gaston Canaves
Copywriter: Agustin Alba
CEO: Karina Aiello
General Account Director: Georgina Roccatagliata
Account Director: Agostina Luzzi
Account Executive: Gabriel Faermann