HOYTS

INTRODUCTION

HOYTS operates more than 450 cinema screens throughout Australia. As one of the country’s premier cinema chains, the company launched a new HOYTS LUX experience. This luxury theatre offers film buffs the ultimate cinema experience with luxury reclining seating and in cinema dining services.

To create the in-cinema dining menu and to promote the new LUX experience, HOYTS enlisted celebrity chef Manu Feildel (My Kitchen Rules).

CHALLENGE

Dentsu Australia approached us to create the spots from creative to post-production. One of the big challenges with this project was the limited time we had with the talent (Manu Feildel) and the restricted period for filming inside the cinema.

It was also important to create a concept that would highlight the partnership with Manu in an original film that would leverage most of his persona.

The film was also to be played with the pre-film programming which meant that it was crucial to creating a piece that would fit the quality of the trailers surrounding it. Providing the audience with an entertaining film was key.

SOLUTION: MANU MEETS MANU

We created a concept where Manu would be the star of the spot by playing every role in the film. Our idea has Manu visit the cinema only to be surprised that every cinema employee and visitor is a different version of himself.

We created she spot by using body double and clever composting to make it seem like Manu was interacting with himself throughout and created a fun piece featuring lots of spectacle and Manu’s vibrant personality.