Valmorgan
Client
Valmorgan
DELIVERABLES
ART DIRECTION
INTERACTIVE DIGITAL
ILLUSTRATION
In the advertising world, cinema often plays second fiddle to TV. But with Millennials consuming media on their own terms, we saw an opportunity to challenge this norm. Val Morgan, Australia's leading cinema advertising company, aimed to reshape media planners' perceptions and highlight cinema's unique value.
The challenge
In the modern media landscape, cinema is often overshadowed by TV and digital platforms. However, with Millennials and Gen Z consuming media differently, there was a clear opportunity to highlight cinema’s unique strengths. The challenge was to engage media planners and advertisers who are often bombarded with data. We needed to shift their perceptions without the approach feeling like a lecture or a standard sales pitch.
The process
We developed an interactive quiz titled "Are You Cool Enough to Work in Advertising?" to deliver insights in a more engaging format. At the conclusion of the quiz, users received a personalized infographic that summarized their results and identified which of their views were becoming outdated. We partnered with Mumbrella to distribute the quiz via targeted EDMs, reaching our core audience directly in their professional environment.
The impact
The campaign moved beyond simple information delivery to create actual conversation within the industry. It resulted in significantly higher engagement times compared to traditional static campaigns and provided media planners with practical talking points for their client meetings. By fusing craft with strategy, the project successfully reframed cinema as a strategic, high-impact medium for modern campaigns.
