MullenLowe MENA promotes the Roxy Xtreme Cinema experience in remarkable print campaign

Sometimes a simple idea is the hardest thing in the world. Often, it's also the best, like this stroke of genius from this campaign made to promote the Roxy Xtreme Cinema experience.

MullenLowe MENA agency took an aesthetic and minimalist approach to communicate what it’s like to watch movies on the biggest screen in the MENA region, with one neat and simple campaign composed of a set of unexpected visuals.

The agency’s creative force used the most iconic scenes from cult movies and featured them in a way that they looked small and tiny, in order to compare them to how they would have looked like on the gigantic screen at Roxy Xtreme Cinema, driving the point home that 'Big movies deserve bigger screens”.

Yes, this is not your regular advertising campaign. This is one however, that stands out as effortless as it seems yet simple and creative.

Credits:

Executive Creative Director: Paul Banham 

Chief Executive Officer: Mounir Harfouche 

Creative Group Head/ Art Director: Prerna Mehra 

Senior Art Director: Alejandro Bottas 

Senior Copywriter: Belén Arregui 

Account Director: Cameo Smiljanic