Brief

Superdrug were holding several exclusive screenings of Bridget Jones: Mad About the Boy for their VIP Rewards members at cinemas around the UK. One of these was at the VUE cinema in Leicester Square.

They needed a headline for the Jumbotron screen outside this venue as well as copy for internal wall screens. It was important to make the VIPs feel special and convey the exclusive nature of the event to create FOMO in passersby and encourage card sign-ups. Bridget Jones also needed to be referred to.

Response

I wrote several headline options for the client. I looked at iconic Bridget Jones quotes to use and the client ultimately chose my headline that referenced her ‘Shut up, please. I’m very busy and important’ line. The internal screens directed VIPs to their screen and informed passersby of how they could become VIP too.