Background: Cinema Nouveau offers a diverse range of local and foreign films that are out of the ordinary, thereby offering the viewer an engaging, entertaining and smart alternative your typical Hollywood blockbuster.
Insight: Many modern movies follow a set formula and, be it horror, suspense or drama, they are horribly predictable and fail to entertain and excite.
Creative Execution: Based on this insight we created an analogy between a movie script and a lullaby. Using typical, predictable plots, and setting them to well-known lullabies, we make the point that traditional movies often put the audience to sleep. The campaign juxtaposes Cinema Nouveau as a ‘fresh' alternative and each spot includes a strong call-to-action suggesting an upcoming screenplay.
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