The challenge: Launch the new Cineplex app for Android, iPhone, iPad and Blackberry. You’d think that these days getting folks to download a useful app with free access to movie showtimes, tickets and more would be a snap. But only a minority of Canadian actually download apps to their smartphones (yes, BlackBerry users, we’re talking about you)!

The solution: Smart new ideas came in from as far away as Los Angeles, Copenhagen…and that hotbed of creativity, Cleveland. But the winner was fashioned right here in Canada. In 5 simple words, The World’s Smallest Box Office encapsulates the utility of this terrific app, and informs the direction of the creative.

A single-minded and integrated media campaign featured cinema and TV spots, radio, outdoor, in-theatre POP, newspaper, magazine and, you guessed it, online. The TV/cinema featured members of the app’s fictitious design team explaining how they created something so minute. You can watch the spots here and here.

And the…ahem…cheeky outdoor execution practically wrote itself: “Now open in your pants.”

Join the legions of Canadians who’ve downloaded the app since this campaign launched here!