Dolby Cinema Presents: The Superheroes Behind The Mask
A COVID-19 Awareness Campaign & Hero Film
The Dolby Superheroes campaign was conceptualised in response to a client brief to announce the soft reopening of cinemas after covid lock-downs were lifted in Dubai.
The 360-campaign considered online and offline touch-points, and comprised a special film screening event to thank healthcare workers, a tribute video that was part of Dolby Cinema's pre-shows and digital stories that brought out the real stories of the real superheroes.
A conscious creative decision to have a simple, stripped back interview. No distractions, just real emotions and experiences.
Watch the film below…
Campaign impact:
12,128,479 media impressions
Video 185k organic views + 1.9m impressions
Social pieces were highest engaged content across Dolby Middle East channels to date
Dolby Cinema saw an uptick in visitors by 83%
The campaign won 4 Middle East PR Awards (MEPRA) in 2020:
Gold - Best Use of Video
Gold - Best Consumer Services Campaign
Bronze - Best Use of Creative
Bronze - Best Social Impact Campaign in Response to COVID-19
