Multikino is one of the largest cinema chains in Poland with over 20 years of tradition. As part of its activity, the brand offers many thematic events – one of them is the Cinema on Heels project – implemented for over a dozen years in over 20 cinemas of the network. Its main assumption is the integration of women who meet in a group at film evenings in Multikino halls – the events are often accompanied by various lectures and animations dedicated to women.

The agency’s task was to create a new visual concept for Kino na Obcasach. There was a new key visual to design that had to follow several guidelines. Within its space there was to be a place for:

• The title of the movie, its poster or a frame with the original title
• Information on the date of the screening under the project
• The name of the project
• Logos of the sponsors and partners of Cinema on Heels

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When designing the creation, we had to depart from the usual patterns and stereotypical associations that immediately came to mind – stilettos, heels, etc. We decided on a form that would clearly, but indirectly, refer to the advertised event. This is how a collage made of graphic cutouts was created. The style is kept in the so-called the “duotone” trend, where two colors were in the lead – gray and the dark pink characteristic of the brand.

The minimalist form – both in terms of colors and composition – has been implemented on a number of materials distributed by Multikino – offline and digital.

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