JD has launched a media-first cinema and OOH immersive campaign that invites cinemagoers to capture their authentic meaning of ‘family’, putting audiences on the big screen through a sharable, interactive foyer activation.
The idea initiated by Goodstuff and activated by Digital Cinema Media (DCM) and Grand Visual, aims to elevate the core idea at the heart of JD’s ‘Family Portrait’ Christmas campaign, which launched on November 15 th and celebrates a unique perspective on traditional family constructs through the eyes of its consumers – redefining what family really means today.
Working with DCM Studios, creative out-of-home studio, Grand Visual and Vue Cinemas, for one weekend only (22-24 November), visitors who attended Vue Stratford in London and Vue Printworks in Manchester to see “Gladiator 2” or “Wicked” had the opportunity to appear on the big screen alongside JD’s “Family Portrait” festive ad campaign.
On arrival to the cinema, visitors were invited to take a photo in a JD branded photobooth that was situated in the cinema foyer, encouraging the audience to take a snap with their own ‘chosen family’. All images were scheduled in real time to appear as part of an end card that played following JD’s Christmas cinema ad campaign, which was running in reel before the film.
As well as audiences seeing themselves live on the big screen, to complete a full 360-cinemgoing experience, as they left their screening they also saw their images across a multitude of out-of-home placements around Westfield Stratford and Vue Printworks Manchester.
Chris Waters, UK & EU Marketing Director at JD, said: “Our festive campaign honours not just the families we’re born into, but also those we choose along the way. It is all about authentic connection. We wanted to push the boundaries of cinema and OOH and invite our customers to feel immersed in the campaign. This activation gives the audience the chance to connect with the story and show us their own forms of ‘Family’.”
Jaz Hogben, Business Director at Goodstuff said: “Through collaboration and never before seen tech, this activation elevates the central campaign idea, placing audience members in the heart of the action and giving them the opportunity to celebrate their own Family during the festive season on the big screen.”
Jeremy Kolesar, Creative Director – DCM Studios, Digital Cinema Media, commented: “This groundbreaking campaign is all about immersing cinemagoers in the full cinema experience. It's a fun and innovative way for JD to connect with its target young audiences in real time, blending interactivity, entertainment, and community like never before.”
Jack Devlin, Client Director at Grand Visual said: “This activation sticks to the core of the Family campaign by providing surprising and exciting moments for the public to share with their chosen family. Families are built on shared experiences and this innovative campaign provides multiple opportunities for these through seeing their images not only on the big screen, but then again on dynamically targeted DOOH as they leave the theatres.”
About JD
JD is a UK-based global multi brand retailer with approximately 3,400 stores employing more than 65,000 colleagues across 36 territories, including a strong presence in the UK, Europe, North America and Asia Pacific. JD has a compelling and industry-leading proposition, providing customers unrivalled access to the finest brands by combining internationally recognised names with own-brand labels across sports, fashion and outdoor.
About Goodstuff
Goodstuff is one of the UK’s leading media planning and buying agencies. Established in 2004 as a pure communications and creative media agency, incubated by Virgin, the agency had seven successful years before scaling the business through the addition of media buying. Continuing its growth, Goodstuff was acquired by marketing and digital insights company, The Stagwell Group, adding world-class breadth and depth of data, digital, and marketing technology services to its offering. Consistently ranked in Campaign's "Best Places to Work" and hosts of the annual Goodstuff Media Showcase, which brings together the creative and media owner communities. Goodstuff continues to champion invention and entrepreneurialism in media. https://goodstuff.co.uk/
About Digital Cinema Media
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing almost 3,500 screens at over 500 sites for advertisers. DCM sells 82% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Picturehouse Cinemas, Reel Cinemas, The Light and many other leading independent cinemas.
About Grand Visual
Grand Visual is a unique creative OOH studio. We make ideas happen. You might not know us personally, but you’ll know our campaigns. Our cutting-edge creative, strategy, digital solutions and world class production services create award-winning, water-cooler worthy work that works. Our team are experts in creativity, creative strategy, technology, production, storytelling, OOH and digital OOH. We join the dots between brands, agencies and media owners, delivering creative Out of Home in the real world.