Challenge:

Celebrate CineStar’s identity as the true “movie expert” — not just a place to watch films, but a destination for real movie lovers. The goal: engage audiences with a clever twist that only true film fans would instantly recognize and appreciate.

Our idea:

“Iconic movie scene”

We turned a quiet backstage role — a cleaning lady — into the ultimate film connoisseur. By referencing a legendary movie moment with a playful local twist, we created a spot that rewards movie knowledge and makes CineStar feel like home for real film buffs.

Creative execution:

The spot opens on an empty cinema after a screening. The cleaning lady moves through the aisles — and suddenly, she reenacts an iconic scene from The Usual Suspects. The walk. The reveal. All done with impeccable timing and tongue-in-cheek flair. It’s a love letter to cinema, done with humor, style, and unmistakable CineStar confidence.

Why does it work?

Because it respects the audience’s intelligence. The reference lands instantly with true movie fans, while the humor keeps it light and memorable. CineStar becomes not just a theatre — but a place where cinema lives and breathes. The spot was recognized and awarded for its originality and craft.