Vue: Get Lost
By JOINT
Vue: Adding conviction to a commoditised category
Post-pandemic, cinemas needed to fight back. As audiences settled into streaming habits, Vue asked us to remind the world why nothing beats the big screen.
We built a campaign around a simple but powerful idea: Get Lost in the Big Screen, positioning Vue as the ultimate escape from a world saturated with small screens. A two-minute film packed with 42 hidden easter eggs of iconic movie moments sparked a viewer challenge, fuelling massive earned media as fans obsessed over every frame.
From thumb-stopping social content to localised digital banners and in-real-life messaging, we paired the emotional pull of cinematic immersion with the rational case for choosing Vue over local rivals. The work extended beyond the campaign — shaping Vue's entire customer experience, from physical spaces and foyer design to staff training.
