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To capture the sense of excitement and wonder that comes with the cinema experience, Douglass/Day has worked with BAFTA award-winning animation studio Blue Zoo, and production company Nice Biscuits to create a special animated creature, Gus, to bring to life the core proposition of ‘feel more’. In the ident creative, Gus reacts with a combination of wide-eyed awe and glee to on-screen content such as the trailers of forthcoming releases and the gift card spots.
The complete campaign comprises in-cinema idents, alongside creative content for Cineworld’s social media channels and in-cinema POS exections. It will run up until New Year’s Day. The campaign ident spots feature the voice-over talent of Cerys Matthews MBE, broadcaster (BBC Radio 6 Music), music artist and author.