Protein were asked to create a commercial campaign to support the development of a new home-cinema movie and TV streaming service from Australia’s leading cinema chain, HOYTS. Just the ticket!
Protein were successful in winning the development campaign for the new HOYTS streaming service. The business objective was to create a one minute commercial with cut-downs that could support consumer messaging and pique interest in subscriptions.
Protein wrote, storyboarded, designed and produced the high-concept commercial as both agency and production services.
We knew that the concept had to be cinematic and surprising. Something that would engage the core audience but also ask a broader outlook to look beyond the cinema screen.
We devised a television and in-screen commercial that scaled to include online communications, competitions, in-lobby marketing and ushering in a continuing story theme for the brand.
CONCEPT TO STRATEGY
The production of the commercial involved building a full apartment floor set at ABC studios, live animals, kids and a character that was literally out-of-this-world!
Shooting in anamorphic, we created a movie with hidden easter eggs that film-lovers would relish in discovering.
As with all projects, our strategy was to produce more than just a commercial. We wanted to create something that could scale to include customer engagement and rewards.
Rolling out the red carpet for another happy customer…