Responses by Jairo Lezaca, executive creative director, Publicis Ecuador
Background: The new Cinemark XD technology has great visual power, because more than 35 trillion colors can be projected onto the screen. Thus, we had to tell all movie fans, regardless of their age, about this great benefit, which you value more when you enjoy the experience of going to the movies.
Reasoning: When you have more than 35 trillion colors, you have many variants of the same color. Therefore, we wanted to take this further and communicate that in the new Cinemark XD screens, you can see the green in Shrek, the Grinch, Mike Wazowski and the green alien from Toy Story. You can see all the green that you can imagine.
Challenges: Finding the chosen characters for each of the colors that make up this print campaign called RGB. Not only did the characters have to be in the indicated color, but we also had to consider the size of the character, so we could illustrate and model it in 3-D to have a final finish like the print ads you can see throughout the campaign.
Favorite details: We achieved a great visual synthesis. In an industry where we all try to get attention with strong visual clashes, here, the clash is with the varieties of reds, greens and blues.
Visual influences: The best visual reference we had with this campaign was to be simple, powerful and visually powerful. There were many different approaches that we visualized before starting to produce the campaign, and in the end, we chose the simple and impressive one.
Anything new: Yes, we learned that the road to simplicity is hard. It takes many hours of work, and many nights of pizza. But without a doubt, when the result is a great simplicity, the powerful thing is transformed. And that’s when we all say: It was worth it.