2012 Winners & Shortlists

POPCORN MOMENTS

BrandGULF FILMS
Product/ServiceGRAND CINEMAS
EntrantLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryMerchandising/In-store Marketing & Point of Purchase Displays
Entrant Company:LOWE MENA Dubai, UNITED ARAB EMIRATES
Sales Promotion/Advertising Agency:LOWE MENA Dubai, UNITED ARAB EMIRATES

The Brief

To create a fresh new look for Grand Cinemas’ popcorn boxes.

Describe how the promotion developed from concept to implementation

The reality is, no body really pays attention to popcorn boxes because of their boring and often outdated look. Therefore, the challenge really was to bring the longest standing and most loved movie-going tradition back into the spotlight.

Describe the success of the promotion with both client and consumer including some quantifiable results

The audience connected with the idea instantly, as they saw their emotions reflected on the box. The Grand Cinemas Facebook page saw a 30% rise in the number of fans while the fan figures doubled in Lebanon.

Explain why the method of promotion was most relevant to the product or service

We go through a host of emotions at the movies and every emotional moment is better with a mouthful of popcorn. This inspired us to create playful and engaging popcorn boxes reflecting the varied emotions on the faces of Grand Cinemas’ equally varied target audience.

Credits

Name Company Role
Komal Bedi Sohal Lowe Mena Executive Creative Director
Komal Bedi Sohal/Umer Razzak Lowe Mena Copywriter
Komal Bedi Sohal/Jeevan D Lowe Mena Art Director
Manosh Talukdar Lowe Mena Retoucher
Maram Omran Lowe Mena Business Unit Director
Alicia Kazandjian Lowe Mena Account Manager