Les Cinémas Pathé Gaumont is the biggest cinema chain in Europe. For the worldwide release of the latest episode of Star Wars: The Rise of Skywalker, the brand decided to offer all of its preview seats exclusively to those who deserve it the most: true fans.

To target real fans only, we deployed on the streets, on all the theater’s screening rooms and on all social media channels a message written in Aurebesh, the universal alphabet of Star Wars, encrypted by George Lucas himself. An alphabet made up of symbols that only a true fan can identify and translate. Once deciphered, this message made it possible to win a ticket by inviting the fan to repost the content and by mentioning Les Cinémas Pathé Gaumont.

 CREDITS 

Agency : Fred&Farid Paris
Art Director & Copywriter : Yann Rougeron