Event Cinemas is Australia’s premier chain of upscale movie theaters. As part of a new employer branding initiative, J. Morrison Group began work for Event Cinemas in April of 2009 with an integrated campaign including web, print and in-theater ads driving potential candidates to scheduled recruitment events around the country. The creative concept: Bigger Than Life Careers is an employer brand promising a fun, energized job for individuals with personalities that are bigger than life, targeting 18–25 year olds. The visual communication portrays candidates becoming bigger as the jump onto the movie screen.

Print ads, in-theatre posters and on-screen ads promoted upcoming recruitment events and directed candidates to visit a web “landing” page for new event dates and locations. The recruiting events were heavily branded and highly publicized. Additionally, the landing page also linked to video clips from professionally produced video taping of the highly successful events, showing the hiring process as a fun and energetic day for all participants. We extrapolated the brand to include social media channels including YouTube, Facebook and Twitter. The landing page and branded social media channels were honored with several international awards. Read about it here.

View the live pages here:

• Live Site: biggerthanlifecareers.com.au
• Twitter: twitter.com/eventcinemas
• Facebook: facebook.com/biggerthanlifecareers
• YouTube: youtube.com/EventCinemasCareers