Work

Cineplex Outtakes

Get here hungry.

No one wants to see a movie on an empty stomach, which is why most people grab a bite to eat on the way to the theatre. It’s this predictable behaviour that lead Cineplex to create Outtakes, a fast-food restaurant where moviegoers can enjoy a meal that’s just as cheap and tasty as their favourite fast-food joints. Great idea! Except for one problem: people assume movie theatre food is overpriced and underwhelming. They need a reason to switch up their routine. We decided the best way to launch this new offering was to speak in the no-nonsense language of our target and tell them exactly what they should do: Get here hungry.

"The best way to launch this new offering was to speak in the no-nonsense language of our target and tell them exactly what they should do:
Get here hungry."