Roxy Plus

For Roxy Cinemas loyalty program, our aim was to connect with an audience of cinema-goers and movie lovers through targeted communication grounded in the world of film and popular culture.


We developed a robust brand for Roxy Plus spanning three different tiers and driven by key elements – including type, color and style – taken from the recently updated Roxy branding. Designed to be flexible and dynamic, the Roxy Plus brand moves easily across media – print, digital and social, as well as animation, 3D cinema graphics and printed advertising.

On approval of the brand, we released a teaser campaign, influenced heavily by key visuals from big summer blockbusters.

A robust campaign followed, taking the idea of loyalty but grounding it in the world of film culture through a newly created Roxy illustration style, as well as quotes and characters from the movies.

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