Tying into the return of the iconic character to cinemas this winter, the brand tells the stories of two parents' much-deserved trip to the movies with the help of creative agency Twelve and production company Pink Banana
The creative focuses on a frantic household, where efficient nanny Mary Poppins flies in to look after two young children. Her arrival pays homage to the original movie and ensures the parents can enjoy an evening out at the cinema.
The creative will be shown in the 99 UK and Ireland Cineworld cinemas. Meanwhile, an adapted version will be used across Cineworld’s sister chain, Cinema City, in several locations, including Poland, Romania and the Czech Republic. The work will also be promoted at point of sale, in print and in a digital advent calendar filled with rewards for movie lovers.
Casey Cohen, head of marketing for Cineworld, said: “With a focus on brand storytelling and a pinch of inspiration from Mary Poppins, our advert is a heart-warming tale that will capture imaginations and celebrate Cineworld as the best place to watch a movie.”
Derek Bain, creative director of Twelve, added: “The great thing about working with Cineworld is the opportunity to build really creative solutions. And this was no exception. Having the chance to work in tandem with the Mary Poppins launch meant that we could create a magical campaign that not only tugs at the heartstrings of our audience, young and old, but also showcases the Practically Perfect gifts in the Cineworld Gifting range.”
Vote for the ad below in The Drum's Creative Works.