IMAX Launches New Branding Campaign Boasting Its Cinematic Imageries And Sounds
By Izza Sofia, 12 Aug 2018
IMAX is celebrating its 50th anniversary with a fresh branding campaign called ‘Films to the Fullest’.
This worldwide endeavor represents the company’s most ambitious branding effort to date, both in terms of capital input and types of media utilized.
The campaign will be rolled out across 80 countries and features three films that emphasize its logo against a backdrop of cinematic imagery and memorable sound effects. The three feature films include a vessel caught in a storm, a plane involved in a firefight, and a view of earth from space.
The campaign has been designed to flaunt IMAX’s immersive and complex cinematic elements, such as its custom audio and wide screen visuals. This is a push the company has been preparing since hiring its new chief marketing officer, JL Pomeroy, executive vice president of global branding, Denny Tu, as well as establishing its fresh global partnership with creative agency TBWA/Chiat/Day.
The team sought to design a clear and definitive campaign that sharply imposes its branding on viewers. The campaign will be featured in IMAX theaters and across social media.
The company prides itself on taking a non-conventional route to market its brand. For the IMAX team, it is about exposure and changing the perspectives of movie audiences to highlight what IMAX can offer versus competitors.
With a flood of options for moviegoers today, IMAX’s pricier ticket prices may pose an issue with regards to cost-conscious viewers.
However, with this campaign, the company hopes to “enlighten” moviegoers on the virtues of IMAX and justify the additional cost.
The world’s most immersive film experience. What’s your most memorable IMAX moment? pic.twitter.com/ng7IcuRETV— IMAX (@IMAX) August 3, 2018
New Work | Exploration | Dream brief from @TBWAChiatLA calling for epic, immersive #cinemagraphs and statIc imagery for @IMAX's largest brand campaign ever - celebrating #FilmstotheFullest. Awesome team work! #CEA #creamelectricart #IMAX pic.twitter.com/yiECwE5HRC— Cream Electric Art (@CreamElectricA) August 1, 2018
[via AdAge, opening image via IMAX]
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