IMAX - All Aspect Ratios Welcome
PRIDE CAMPAIGN
The Brief:
IMAX Creative, our internal creative agency was tasked to ideate on a creative campaign for IMAX that demonstrated our support for pride in an authentic and meaningful way, while remaining true to the IMAX brand identity.
The Strategy:
One of IMAX’s core points of differentiation in the theatre and entertainment space is that we offer expanded aspect ratios for Hollywood films, often in 1.90: 1 and 1.43:1, in addition to more traditional aspect ratios. With this starting point for our brand identity, we wanted to leverage it as a symbol of inclusivity, a way of saying that at IMAX everyone is welcome to come as they are, hence our tagline: All Aspect Ratios Welcome.
The Execution:
We envisioned bringing the concept to life across numerous touchpoints: a unique film series to take place in IMAX theatres, assets for social and digital, posters and signage, a transformation of our office space during pride month, and fun swag for people to show their support. A key cornerstone of the entire campaign was creating an educational component to raise awareness and also demonstrating financial support to the LGBTQIA+ community by giving to specific organizations, including GLAAD, The Trevor Project, GLSEN, PFLAG, and the Matthew Sheppard Foundation.
Ultimately, IMAX leadership liked the concept so much that they adopted All Aspect Ratios Welcome as the tagline for our larger Diversity, Equity and Inclusion efforts.