what we've done.
Deerfoot Mall: Drive-in Movies
WE FOUND A WAY TO REKINDLE THE CLASSIC "LET'S ALL GO TO THE DRIVE-IN" BUZZ WITHOUT RESORTING TO A CONGA LINE OF DANCING HOT DOGS AND SODAS.
Although drive-in theatres have all but disappeared, Deerfoot Mall fires up the projector every summer for the old-school thrill of seeing Hollywood stars under the stars. But with tablets and smartphones being wielded by increasingly tiny hands, do kids today even know how much fun the big screen can be?
Parents fondly remember what drive-ins are all about and their children worship the almighty tablet. So we recreated a nostalgic, miniature drive-in movie with an iPad and fleet of matchbox cars to remind families that Deerfoot Mall offers life-sized summertime fun—no chargers required. This creative execution, with the headline “Show Your Kids The Real Deal”, was rolled out into posters, magazine ads and online and social media assets leading up to the movie nights in August. Because there was a voting component to ‘pick the flick’ for Viewer’s Choice night, we also provided a marquee-style, voting-bracket image to promote facebook voting for the weekly head-to-head matchups.