JD has launched an innovative cinema and out-of-home (OOH) campaign that invites audiences to define their version of “family,” offering cinemagoers a chance to see themselves on the big screen through a sharable, interactive activation.

Developed by Goodstuff and executed with Digital Cinema Media (DCM) and Grand Visual, the activation enhances JD’s “Family Portrait” Christmas campaign, which debuted on November 15.

The campaign celebrates modern interpretations of family through its audience’s eyes, redefining traditional constructs.

For one weekend only, from November 22 to 24, visitors to Vue Stratford in London and Vue Printworks in Manchester attending screenings of Gladiator 2 or Wicked could become part of the campaign.

Upon arriving, guests were invited to a JD-branded photobooth in the cinema foyer to capture moments with their “chosen family.” The images were then scheduled in real time to appear as part of an end card following JD’s festive cinema ad, which played before the film.

To extend the experience beyond the cinema, attendees leaving their screenings saw their photos displayed across dynamic OOH placements at Westfield Stratford and Vue Printworks Manchester.

Chris Waters, UK & EU Marketing Director at JD, said: “Our festive campaign honours not just the families we’re born into, but also those we choose along the way.

“It is all about authentic connection. We wanted to push the boundaries of cinema and OOH and invite our customers to feel immersed in the campaign. This activation gives the audience the chance to connect with the story and show us their own forms of ‘Family’.”