Escape to the Cinema

Supported by BFI and National Lottery, Escapes is a new multi-year project from entertainment specialists, elevenfiftyfive.

The goal for the Escapes brand is to retain and grow a vibrant UK culture for cinema over 3 years, showing 30 FREE films at 400 (non-mainstream) locations and aiming to achieve 1,000,000 ticket redemptions.

We worked with elevenfiftyfive to bring Escapes to life. Our brief, develop a cinema-based brand to appeal to non-cinema lovers, avoid cinema cliches, and capture a sense of escapism from our day-to-day lives.

At the heart of the brand is the Escapes logo. It's the big and bold main device on which the visual identity is built, ever-present and always ready to go.

It's inspired by the idea of pushing a button to escape; acting as the catalyst and visual metaphor to go to a place, as well as used functionally to cycle through colour, messaging and content.

To further capture the idea of escapism, we use words and thus developed a simple to use and simple to understand three-word messaging construct

It’s aspirational, it’s positive and it illustrates to passive audiences how cinema can transport us to new worlds, give us new experiences, allow us to alternate realities, visit galaxies far, far away…

We take the same three-word messaging construct when we talk about films and use it as a way to summarise each film story for promotion purposes.

This is not a tabloid review of the film but almost a trailer in three words. Intentionally avoiding mentioning superstar actors or big dogdirectors, we’re intentionally vague in order to intrigue, but no spoilers, please.

Additionally, we developed multiple layout options that utilise provided content such as film key-art, title treatment, film stills and footage, used interchangeably to create variety in marketing content and across socials.

Find your latest Escape at a local cinema near you, today.