London, 07 June 2022: Pearl & Dean, the UK’s best-known cinema advertising contractor and its experience agency DIVE today announce a brand new experiential headline partnership for mochi ice cream brand Little Moons, with The Luna Cinema’s 2022 open air cinema season. As part of this headline partnership, DIVE will be creating an enchanting one-of-a-kind branded Little Moons light installation at The Luna Cinema this summer.
This partnership and epic lighting installation will run across over 50 of The Luna Cinema’s iconic UK locations this summer, with the first screening taking place on the 23rd June. To bring Little Moons to life at The Luna Cinema, this unique branded light installation will feature giant glowing inflatable mochi ice cream balls. Bringing a touch of other-worldly playfulness to engage Luna’s audiences, the installation will provide special photo opportunities and drive brand awareness, both in-person and via social channels.
As well as the experiential light installation, which is sure to bring audiences together, Little Moons will be featured on-screen with a gold spot in the ad-reel of all film screenings. Audiences can also treat themselves to an array of Little Moons desserts through an exclusive menu featuring a range of exciting flavours, while they sit back and enjoy an evening of cinema under the stars.
Launched in 2021 as an independent experience agency, DIVE works with consumer brands, film studios and distributors, broadcasters, content creators, record labels and cultural institutions to build and deliver experiential campaigns, strategic partnerships, stunts and events. Last month Pearl & Dean announced it was partnering with DIVE to offer an expanded service to all its clients and prospects. This includes creating and delivering bespoke experiential campaigns to complement on-screen film and cinema advertising.
More information on light installation to come.
Ross Farquhar, Marketing Director at Little Moons, said: “After the last two years of disruption, we can’t wait to get back out to a Summer of fantastic films in the open-air, with our Little Moons in hand. We’re looking forward to working with the teams at The Luna Cinema, Pearl & Dean and DIVE to make this a partnership to remember for everyone who attends one of the screenings.”
George Wood, Managing Director at The Luna Cinema, said:
We’re very excited to be bringing the magic of open-air cinema back to more than 50 of the UK’s most iconic settings for our 15th consecutive year of The Luna Cinema. We’ve also lined-up an outstanding line up of films, from this year’s award winners to Hollywood classics, and with our fantastic partnership with Little Moons, guests will be able to enjoy the perfect sweet accompaniment to an evening of outdoor cinema as they sit back and enjoy the film.
Kathryn Jacob OBE, CEO at Pearl & Dean, said: “We love working with DIVE and this new activation with The Luna Cinema and Little Moons is a fantastic example of the team’s creative flair and imagination to deliver something truly special for audiences. This activation perfectly fits in with the magical and enchanting experience that The Luna Cinema already creates for its audiences and is guaranteed to surprise and delight all ages this summer.”
Ellie Davidson, Executive Director at DIVE, said: We’re so excited to deliver this bespoke experience with Pearl & Dean for Little Moons and The Luna Cinema. Experiencing a great film outdoors on a summer’s night under the stars is already such a treat, and this is just the perfect pairing to indulge audiences further while introducing them to these unique and delicious ice cream treats in a truly fun and memorable way