The pressures of life often overshadow simple pleasures. Broken Heart Love Affair andCineplex’ The Rec Room, a place for fun, are lifting older Gen Z and younger millennials out of their everyday lives with a larger-than-life-sized claw machine.Yes, a giant version of the arcade staple, the Claw Game is helping them to reconnect with the freedom to let loose.
The new brand platform is using the symbol of childhood to help the upcoming generations to seize hold of something that shouldn’t be so elusive, the carefree joy of play. The claw is also a metaphor for The Rec Room’s ability to pluck people away from the mundanity of the day-to-day and plunk them into a world of fun and excitement.
The campaign, Make Room for Play, leads with a video directed by Academy Award-winner, Joachim Back, that combines the fantastical with the ordinary to portray The Rec Room as a place where the burdens and problems of everyday life can be temporarily forgotten.
“The idea of Make Room for Play came out of the notion that we need to carve out more time in our lives to simply have fun and visiting a Rec Room is just that,” stated Sara Moore, chief marketing officer, Cineplex. “It’s a one stop destination for gaming, fun food and drinks, friendly competition and entertainment, it’s the place you go with friends to really let loose.”
“With the claw concept, we took this iconic, playful device and used it to rescue people from the playless moments in their daily life,” added Marty Hoefkes, creative director, Broken Heart Love Affair. “Hopefully, it will inspire people to reprioritize play in their lives.”
The full campaign covers social, digital, out-of-home and in-venue ads at Cineplex locations. With 10 locations across Canada and new openings planned for Vancouver and Montreal in late Fall, The Rec Room is a premier destination for young adults looking to relax, connect with friends and make more room for play.
Credits:
Client: The Rec Room
Chief Marketing Officer: Sara Moore
VP, Consumer Marketing: Vanessa Porter
Marketing Director: Jocelyn Young
Executive Director, Creative: Mike Lucas
Agency: Broken Heart Love Affair
Chief Creative Officers, Partners: Denise Rossetto, Todd Mackie, Carlos Moreno
Chief Strategy Officer, Partner: Jay Chaney
SVP, Strategy: Kristy Pleckaitis
Creative Director: Mike Morelli, Marty Hoefkes
Art Director: Mike Morelli
Copywriter: Marty Hoefkes
VP, Client Success: Amy Greenspoon
Account Supervisor: Sydney Golden
SVP, Executive Producer: Erica Metcalfe
Production Company: Partners Film Company
Executive Producers: Gigi Realini & Aerin Barnes
Director: Joachim Back
Directors Of Photography: John Houtman
Line Producer: Tom Martin
Casting Company: Groundglass Casting
Casting Director: Andrew Deiters
Editorial Company: Outsider Editorial
Executive Producer: Kayan Choi
Editor: Chris Murphy
Assistant Editor: Ilya Sarossy
CG & VFX Company: The Vanity
VFX Artist: Naveen Srivastava
Executive Producer: Stephanie Pennington & Kayla Baxter
Colour Company: The Vanity
Colourist & VFX: Andrew Exworth
Executive Producer: Stephanie Pennington & Kayla Baxter
VFX: The Vanity
CG: Josh Clifton, Susana Sierra, Sam Andrews
Audio House: Circonflex
Music Composer & Audio Director: Paul Etienne-Cote, Loukas Perreault
Executive Producer: Houng Ngui
Mix & Sound Design: Craig Murdock, Sydney Galbraith
Media Agency: PHD
CP, Client Business Lead: Warren Ravinsky
