Event Cinemas
Bigger Than Life
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. As Art Director and Designer, I took the Creative Director’s vision and transformed stock photography and illustration into a truly energizing campaign, stretched across multiple media types and collateral pieces.
Signage at the events directed candidates through the process and branded collateral items performed various functions throughout the “audition” process. Employer branded creative included:
- Large-scale vinyl signage
- Video taping disclaimer signage
- Video monitor animated position listings
- Indoor freestanding banners displaying interview phases
- Staff recruiter ID badges and lanyards
- Audition number chest stickers
- Call-back candidate wristbands
- Call-back tickets
- Interview assessment forms
- Recruitment referral business cards
- Event flyers
- In-theater, on-screen motion graphics
- In-theater movie-style event posters
- Full-color newspaper advertisements
The recruiting events were heavily branded and highly publicized. Print ads, in-theatre posters and on-screen theater ads promoted upcoming recruitment events and directed candidates to visit a web “landing” page for updated event dates and locations. 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. See the award-winning online creative here.
Successful Results
The Bigger Than Life Career Event held on Australia’s Gold Coast was, as the Aussies like to say, “Amazing”.
- 700 talented individuals attended and were asked to SHOW US THEIR VMAX!
- 350 applicants made it to the group interview sessions.
- 140 people were called back later that day for final auditions.
- 77 offers of employment were made and 75 accepted!
Subsequent events had similar results. The client was thrilled with the results of the campaign and it was a huge success for the whole creative team.
