JD Sports is inviting cinemagoers to take part in a “media-first” immersive campaign that explores the true meaning of family.

Audiences who saw either Gladiator II or Wicked at Vue Stratford in London and Vue Printworks in Manchester were given the opportunity to appear on the big screen as part of the brand’s ‘Family Portrait Campaign’ that was released earlier this month.

The work was devised by media agency Goodstuff and activated by Digital Cinema Media and Grand Visual. It will run across cinema and out-of-home channels.

Goodstuff business director, Jaz Hogben said: “Through collaboration and never before seen tech, this activation elevates the central campaign idea, placing audience members in the heart of the action and giving them the opportunity to celebrate their own Family during the festive season on the big screen.”

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On arrival at the cinema, audiences were asked to take a photo in a branded photobooth with their chosen family members. All the images taken were then scheduled to appear as part of the end card following JD’s Christmas ad.

JD UK & EU marketing director, Chris Waters commented: “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’.”