Following the successful launch of “Lily & the Snowman,” Cineplex created a second short film, “A Balloon for Ben,” that spoke to dads struggling to balance work and family time. The spot debuted in cinemas across Canada in December 2016. Rather than flood every theatre with “A Balloon for Ben,” Cineplex only played the film before family-friendly and holiday-related movies. Prior to launch, Isobar and Zulu Alpha Kilo helped tease the release through lobby movie posters and social posts. The spot was later pushed online and an interactive website encouraged visitors to explore Ben’s favourite films and fill in a campaign-themed colouring book.