Campaign features iconic names including Sir John Hegarty, Mark Ritson, Mark Tutssel and Rosie Arnold

A powerful three-minute video and multiple social media campaigns featuring vignettes from some of the world’s most iconic names in the advertising, film and humanitarian worlds will launched today, aimed at raising awareness for the unparalleled power and effectiveness of Cinema.

The #HelloBigScreen Ad Legends campaign is a first for SAWA, the Global Cinema Advertising Association and its members around the globe, which include Pearl & Dean, the UK’s best-known cinema advertising contractor and Digital Cinema Media, the market leader in UK cinema advertising. It was created to support a medium that has shown its extraordinary resilience not only the last 18 months during the global Covid-19 pandemic, but the last century where cinema has adapted and continued to thrive alongside TV, home videos and, most recently, streaming platforms.

The campaign will launch globally across cinema, trade press and social media channels, featuring ad legends including Sir John Hegarty, Mark Ritson, Corinne Woods, Marcello Serpa, Mark Tutssel and Rosie Arnold sharing their thoughts on the importance of Cinema by offering their endorsement to the ultimate creative expression in advertising – the Cinema Medium.

The timely campaign also celebrates the appetite audiences have shown in returning to the big screen since cinemas have been reopening their doors across the globe over the last six months. In the UK, people are immersing themselves in shared experiences once again and audiences have been returning in their droves to watch new content on the big screen, most recently Daniel Craig’s final outing as 007 in No Time To Die.

Since cinemas reopened in the UK in May, audience numbers have hit a huge 45 million admissions across the industry. The film slate for the rest of the year and into 2022 looks remarkable with a whole range of upcoming big blockbusters including Spider-Man: No Way Home, The Batman, Top Gun: Maverick, Black Panther: Wakanda Forever and Ghostbusters: Afterlife.

“I love the Cinema, it’s a Palace of Dreams, a place to be entertained and inspired, where your imagination is set free, and the Cinema Medium is unique in a world of distraction,” said Sir John Hegarty.

“This is such an important campaign for our industry. Not only does it highlight the resilience of the cinema medium, but it also celebrates the enthusiasm and love that the industry, creatives and consumers continue to have for cinema, as well as its effectiveness as an advertising platform. We are incredibly proud to be members of SAWA and to be collaborating together to support this campaign across our UK cinemas.” said Kathryn Jacob, CEO at Pearl and Dean and Karen Stacey, CEO at Digital Cinema Media.

 ‘As the pandemic hit, leading Hollywood Film Directors stood up and endorsed the power of Cinema over all other screens. It is therefore great to see that the Ad legends of our business have done the same as it relates to the power of the Cinema medium as the ultimate place for Brands to appear,’ Cheryl Wannell, CEO of SAWA said.

The #HelloBigScreen “Ad Legends features;

  • Sir John Hegarty, world-renowned creator of legendary ad campaigns for Levi’s, Lego, and Audi, among other. John has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame, awarded a Knighthood by the Queen in 2007 and recipient of the Lion of St. Mark, Cannes Lions.
  • Mark Ritson, a leading global advertising guru — brand consultant, and former marketing professor and has worked globally as a private marketing consultant for global organisations. He has a PhD in Marketing and taught on the MBA programmes of leading business schools including London Business School and MIT.
  • Corinne Woods, Director of Communications at United Nations World Food Programme and a key player in the transition and strategic implementation of the Sustainable Development Goals (SDGs). Corinne was instrumental in developing a 3-year partnership with SAWA and its global Cinema Advertising companies to promote goal number 2, Hunger.
  • Marcello Serpa, Marcello is Brazil’s most honoured and awarded art director, with 45 Clio Awards, and 149 Cannes Festival Lions, including Latin America’s first Grand Prix and the recipient of the Lion of St Mark from Cannes Lions. He was Creative Director and co-chairman of AlmapBBDO and built it into one of the most successful agencies in the world.
  • Mark Tutssel, Former Chairman and Global Creative Officer of Leo Burnett worldwide and creator of famous campaigns for brands such as Samsung, McDonalds, Coca Cola and P & G He has won every major creative accolade, including nine Cannes Grand Prix, over 600 Cannes Lions, the first-ever D&AD White Pencil, two D&AD Black Pencils, seven One Show Best of Show Pencils and two Emmy Awards.
  • Rosie Arnold, Former Executive Creative Director BBH London. At BBH Rosie won numerous awards for her creative work on brands such as Levi’s, Pretty Polly Robinsons, Audi, Heineken Shell, Yeo Valley and Lynx. Rosie was also the first female President of D&AD and introduced “The White Pencil”- awarded for work that not only sells but does good in the world

 SAWA, the Global Cinema Advertising Association thanks the United Nations World Food Programme for editing the “Ad Legends for Cinema” 3-minute video and Sterkinekor, South Africa (SAWA Member) who produced all the creative executions for the Social media campaign.

SAWA members participating in the campaign are Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Costa Rica, El Salvador, Finland, Germany, Greece, Guatemala, Honduras, India, Ireland, Italy, Japan, Netherlands, New Zealand, Nicaragua, Norway, Panama, Peru, South Africa, Spain, Sweden, Switzerland, United Arab Emirates and the Middle East, United Kingdom, United States, and Uruguay.