Weischer.Cinema Brings a Sea Breeze to the Cinema

For the energy provider Vattenfall’s campaign “The Taste of Wind Power”, Weischer.Cinema installed wind machines and scent dispensers in two cinemas – turning a commercial into a multisensory experience.

“Motherf***ing wind farms!” or “Motherf***ing wind farms?” – it’s all a matter of perspective. This was illustrated in entertaining fashion by a cinema spot from Vattenfall. None other than Hollywood actor Samuel L. Jackson strolls along the coastline, gazes at a line of wind turbines and casually munches crisps from a packet. He explains to the cinema audience that these technical giants not only stand tall against fossil fuels, flipping CO2 emissions the proverbial middle finger – they also create habitats deep underwater for marine life, which in turn help produce “Windfarm Seaweed Snacks.”

The campaign, developed by creative agency Nord DDB, was shown in around 70 cinemas on 200 screens across Hamburg and Berlin. It gained extra impact in two selected venues: CinemaxX Hamburg Dammtor and CinemaxX Potsdamer Platz. There, Weischer.Cinema, together with Havas Media Germany, installed fans and scent dispensers in the auditoriums, offering visitors a multisensory treat. As the spot played, a sea breeze swept through the rows of seats while the audience caught the scent of salty ocean air.

“We’re probably the only country where cinema-goers can enjoy such a sensory experience during a commercial,” says Sandra Schmiederer, Managing Director Sales at Weischer.Cinema, adding: “Cinema is the only medium where this is technically possible. At the same time, it demonstrates just how creatively and effectively brand messages can be staged on the big screen.”

The campaign ran from 7 August to 3 September. The multisensory advertising experience was extended with digital posters in cinema foyers and influencer events.