Cineworld Cinemas, the UK’s leading cinema chain, has appointed creative shop Douglass/Day to deliver its Christmas 2017 gifting campaign, ‘Give more. Feel more at Cineworld’.The campaign, which launches today in all 97 UK cinemas nationwide and on social media, promotes the purchase of three levels of gifting: the Cineworld gift card, the Unlimited card and the Christmas Gift Box for Two.To capture the sense of excitement and wonder that comes with the cinema experience, Douglass/Day has worked with BAFTA award-winning animation studio Blue Zoo, and production company Nice Biscuits to create a special animated creature, Gus, to bring to life the core proposition of 'feel more'. In the ident creative, Gus reacts with a combination of wide-eyed awe and glee to on-screen content such as the trailers of forthcoming releases and the gift card spots.CreditsHead of Marketing: Casey CohenAgency: Douglass/DayCo-Founders: Dan Douglass and Andrew DayProduction: Blue-ZooProduction: Nice BiscuitsProduction and Post: Nice BiscuitsHead of Production: Lesley QueenVFX Supervisor: Miguel WrattenSound Design: Tim LoftsOffline: John Layton