An ad for UK banking brand Halifax has become the first to utilise a new technology in cinemas, which sees the 60-second film go beyond the big screen.
That New Home Feeling is created by adam&eveDDB and follows a slinky toy as it moves around a house to communicate the positive vibes associated with starting afresh.
ScreenX is a state-of-the-art technology developed by South Korean entertainment firm CJ Group and is exclusively available to Cineworld. It sees the cinema screen extend to the side walls of auditoriums creating an atmospheric and interactive experience for the audience.
Media owner Digital Cinema Media (DCM) partnered with the exhibitor, creative agency adam&eveDDB and media buyer MediaCom to launch the ad on the big screen and the campaign will run for four weeks alongside some of the year’s biggest films. Halifax has also taken the Gold Spot, the prime 60” in the ad reel directly before the film in all ScreenX showings for the duration.
The ad introduces a new creative proposition for Halifax with the tagline ‘Halifax makes it happen’ celebrating the feeling of joy and excitement that comes with owning a new home. It is set to uplifting classic 70s track Jungle Boogie by Kool and the Gang and directed by The Sacred Egg through Riff Raff Films with post production from MPC.
“We’ve relaunched the Halifax brand with a new strategy, visual identity and advertising campaign that makes it more modern, distinctive and relevant,” said Richard Warren, director of marketing communications of group brands and marketing at Halifax. “We wanted to stand out and push the limit of how people see Halifax and ScreenX takes the cinematic experience to a whole new dimension.”
“With DCM Studios, we continue to push boundaries with what’s possible in cinema’s unique environment,” added Jeremy Kolesar, creative director of DCM Studios. “When ScreenX launched in UK cinemas at the back of end of last year, it opened a whole new world of opportunities for brands advertising in this space.”