Volvo Canada has collaborated with Cineplex Media to be the first brand to use the ScreenX panoramic technology for an ad campaign in Canada.

ScreenX theatres use multi-projection technology to expand sequences of films onto the left and right walls of the auditorium with cinema-quality resolution, creating a 270-degree panoramic viewing experience. The technology has been installed in nearly 400 screens in 37 countries; Cineplex opened its first ScreenX theatre in 2018, and now has 15 across Canada.

The Volvo campaign, however, is the first time an ad has used the format in Canada. The campaign to launch its all-electric Volvo EX90 will run until the end of the year during the pre-show for Avatar: The Way of Water, part of a media buy by Wavemaker Canada.

“The goal with the campaign is to connect with affluent and active Canadians nationwide who are beginning to think about purchasing a premium, fully electric vehicle for their family,” says Aleiza Alerta, director of marketing for Volvo Car Canada. “With Volvo EX90 marking a new era for Volvo Cars, we thought it was important to launch with a first-to-market immersive experience that captivates our audience. ScreenX gives us the opportunity to showcase the striking design and innovative features of the Volvo EX90 in an exciting and impactful way.”

ScreenX technology has been used for ads in other markets; Volvo, for example, previously ran a campaign for its Cross Country SUV in South Korean ScreenX cinemas in 2019.

Volvo’s Canadian creative agency Grey Canada adapted the global EX90 campaign, originally created by AKQA, to run in a ScreenX format. Non-panoramic versions of the ad will also be airing in the rest of Cineplex’s theatres before both Avatar and Black Panther: Wakanda Forever. The broader campaign for the Volvo EX90 also includes digital and social media ads that will run through 2023.