In 2015, the Cineplex marketing team had to face the harsh reality that translating its advertising materials “in bulk” had begun to spark criticism from its Francophone audience. To give the brand some “Made in Quebec” love and reconnect with consumers, Cineplex needed to define its voice. We analyzed the Cineplex ecosystem in the field, from one cinema to the next, so as to better understand how it was being expressed. This real, in-depth work—without 3D glasses—allowed us to ensure consistency across all communications and put forth a brand image that exudes warmth and authenticity. Since we came onboard, Cineplex campaigns have performed better than ever, and brand loyalty is on the rise.