Overview

Every January, Cineplex celebrates what every moviegoer secretly knows — popcorn is the real star. For 2024’s Gold-winning IHAF campaign, our team turned a simple giveaway into a national moment, pairing a custom National Popcorn Weekend logo, paper-crafted artwork, and a bold, animated collage style inspired by blockbuster worlds.

Creative Approach

The campaign extended across theatre, digital, and social touchpoints, combining playful cinematic energy with a unified message of moviegoing joy. A redesigned creative system linked new key movie titles to the celebration, making Popcorn Weekend a brand moment audiences looked forward to.

Results

The campaign delivered blockbuster performance — driving a 27% lift in lapsed-guest reactivation, improving Food & Beverage brand value perception by +4 points, and achieving a 41.5% email open rate alongside a 200% increase in organic social reach year-over-year. It proved that when Cineplex celebrates popcorn, Canada shows up for it.

Because popcorn isn’t just a snack — it’s the real star.

Credits

Creative Direction: Mike Lucas
Design: Jarred Katz, Travis Champaigne, Alicia Siow, Kelly Thornton, Alex Blechta, Vanessa Buckareff
Motion Design : Dan D'Alessio
Copywriting: Naomi Eidinger

Mike Lucas

is Vinyldust

mike@vinyldust.com

© Mike Lucas 2025 

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