Overview

Concession Confessions took one universal truth - everyone has a snack secret  and turned it into a national conversation. This campaign gave Cineplex’s concessions a voice, inviting guests to laugh at their own movie-time rituals: double buttering, layering candy, or “accidentally” finishing the popcorn before the previews.

Creative Approach

We built a playful, personality-driven creative system that blended cinematic humour, social storytelling, and snack culture. Using a bold visual identity and short-form content across theatrical pre-show, social media, and Scene+ integration, we transformed everyday snack choices into brand stories. Each confession was designed to be shareable, relatable, and instantly Cineplex.

Results

The campaign delivered a measurable lift in both Scene+ engagement and concession sales, with double-digit gains in popcorn and candy categories during its first month. Social sentiment skewed overwhelmingly positive, and share rates exceeded Cineplex’s entertainment campaign benchmarks by more than 40% — proof that guests don’t just crave snacks, they crave connection.

Because at Cineplex, snacking isn’t a side act — it’s the show before the show.

Credits

Creative Direction: Mike Lucas
Design: Jarred Katz, Kelly Chau, Andrea Hull
Copywriting: Naomi Eidinger, Angela Miller
Photography & Video : Chris Robinson & Andrew Grinton

Mike Lucas

is Vinyldust

mike@vinyldust.com

© Mike Lucas 2025 

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