CAMPAIGN • COPYWRITING • VIDEO • ART DIRECTION • DIGITAL
AMC Theatres leads the way in innovating the movie-going experience. They were the first theater chain to introduce the Dine-In Theatre concept, expanded food and beverage options and a bar/lounge, so innovating mobile and online food ordering was a natural next step. Mobile ordering is very common in restaurants like Domino’s, Panera and Starbucks and so we created a fun and clever way to communicate the same benefit of ordering ahead to avoid the concession line.
Willoughby and AMC worked together to create an intuitive campaign that invites guests to give this new service a try. Food and drinks burst out of smartphones to quickly relay the benefits of ordering ahead. Quick, amusing headlines are paired with bright pastel backgrounds that stand out in the dark movie theater environment.
The campaign was also applied to numerous digital formats, including in-theatre displays, the AMC website and an animated pre-show spot that plays before the feature.
In collaboration with InTake Studios and 8183 Studio.
