The Rec Room’s New Campaign Taps Into the Joy of Play
Created by Broken Heart Love Affair, “Claw Game” features a larger-than-life-sized claw machine lifting people out of their everyday lives to “Make Room for Play”
In a world where the pressures of life often overshadow simple pleasures, The Rec Room—a premier destination for fun with great games, delicious food and live entertainment—is launching a new brand platform and campaign in which a symbol of childhood can help seize hold of something far more elusive: the carefree joy of play.
“Make Room for Play” is designed to reconnect older Gen Z and younger millennials with the freedom to let loose, offering a much-needed escape from the daily grind. The campaign’s hero video, “Claw Game,” uses the arcade staple as a metaphor for The Rec Room’s unmatched ability to pluck people away from the mundanity of the day-to-day and plunk them into a world of fun and excitement.
Directed by Academy Award winner Joachim Back, the 60-second spot combines the fantastical with the ordinary to portray The Rec Room as a place where the burdens and problems of everyday life can be temporarily forgotten.
The spot opens with people aimlessly going about their days—scrolling through social media, doing laundry, grocery shopping, and more—when suddenly, a giant mechanical claw, like those in arcades worldwide, lifts them out of their routine. Hundreds of oversized claws whisk them across the city before gently depositing them outside a Rec Room location. In this world, play reigns supreme, perfectly capturing The Rec Room’s mission to rewrite the rules of adulthood.
“The idea of ‘make room for play’ came out of the notion that we need to carve out more time in our lives to simply have fun and visiting a Rec Room is just that,” said Sara Moore, Chief Marketing Officer, Cineplex. “It’s a one stop destination for gaming, fun food and drinks, friendly competition and entertainment, it’s the place you go with friends to really let loose.”
“With the claw concept, we took this iconic, playful device and used it to rescue people from the playless moments in their daily life,” said Marty Hoefkes, Creative Director, Broken Heart Love Affair. “Hopefully, it will inspire people to reprioritize play in their lives.”
Launching October 17, the spot is part of a robust campaign that includes social, digital, out-of-home and in-venue ads at Cineplex locations. With 10 locations across Canada and new openings planned for Vancouver and Montreal in late Fall, The Rec Room is a premier destination for young adults looking to relax, connect with friends and make more room for play.
About Cineplex
Cineplex (TSX:CGX) is a top-tier Canadian brand that operates in the Film Entertainment and Content, Amusement and Leisure, and Media sectors. Cineplex offers a unique escape from the everyday to millions of guests through its circuit of 169 movie theatres and location-based entertainment venues. In addition to being Canada’s largest and most innovative film exhibitor, the company operates Canada’s favourite destination for ‘Eats & Entertainment’ (The Rec Room), complexes specially designed for teens and families (Playdium), and an entertainment concept that brings movies, amusement gaming, dining, and live performances together under one roof (Cineplex Junxion). It also operates successful businesses in digital commerce (CineplexStore.com), alternative programming (Cineplex Events), motion picture distribution (Cineplex Pictures), cinema media (Cineplex Media) and digital place-based media (Cineplex Digital Media). Providing even more value for its guests, Cineplex is a partner in Scene+, Canada’s largest entertainment and lifestyle loyalty program.
Proudly recognized as having one of the country’s Most Admired Corporate Cultures, Cineplex employs over 10,000 people in its offices and venues across Canada. To learn more, visit Cineplex.com.
About Broken Heart Love Affair
Named one of Ad Age Best Places to Work 2024, Strategy’s Small Agency of the Year 2022, and Ad Age Silver Newcomer Agency 2021, Broken Heart Love Affair is a global brand agency and the partnership of industry veterans Jason Chaney, Carlos Moreno, Denise Rossetto, Todd Mackie, and Beverley Hammond. BHLA is focused on gathering the most decorated talent on a mission to bring back the love for brands, clients, and the creative community. The agency’s roster of category-leading client partners includes Burger King, Dairy Farmers of Ontario, Destination Ontario, G Adventures, GoRVing, GreenShield, Kruger Products, Lactalis, Parkinson Canada, The Princess Margaret Cancer Foundation, The Rec Room, Royal Ontario Museum (ROM), Simplii Financial, Toys ‘R’ Us, World Vision and more.
Credits:
Title: Claw Game
Client / Brand Name: The Rec Room
Chief Marketing Officer: Sara Moore
VP, Consumer Marketing: Vanessa Porter
Marketing Director: Jocelyn Young
Executive Director, Creative: Mike Lucas
Agency: Broken Heart Love Affair
Chief Creative Officers, Partners: Denise Rossetto, Todd Mackie, Carlos Moreno
Chief Strategy Officer, Partner: Jay Chaney
SVP, Strategy: Kristy Pleckaitis
Creative Directors: Mike Morelli, Marty Hoefkes
Art Director: Mike Morelli
Copywriter: Marty Hoefkes
VP, Client Success: Amy Greenspoon
Account Supervisor: Sydney Golden
SVP, Executive Producer: Erica Metcalfe
Production Company: Partners Film
Executive Producers: Gigi Realini, Aerin Barnes
Director: Joachim Back
Directors Of Photography: John Houtman
Line Producer: Tom Martin
Casting Company: Groundglass Casting
Casting Director: Andrew Deiters
Editorial Company: Outsider Editorial
Executive Producer: Kayan Choi
Editor: Chris Murphy
Assistant Editor: Ilya Sarossy
CG & VFX Company: The Vanity
VFX Artist: Naveen Srivastava
CG: Josh Clifton, Susana Sierra, Sam Andrews
Executive Producer: Stephanie Pennington & Kayla Baxter
Colour Company: The Vanity
Colourist & VFX: Andrew Exworth
Executive Producers: Stephanie Pennington, Kayla Baxter
Audio House: Circonflex
Music Composer / Audio Director: Paul Etienne-Cote, Loukas Perreault
Executive Producer: Houng Ngui
Mix & Sound Design: Craig Murdock, Sydney Galbraith
Media Agency: PHD
CP, Client Business Lead: Warren Ravinsky
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