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Penguins of Madagascar Outdoor Campaign sees Penguins Zip Wire across London’s Edgware Road

Film studio 20th Century Fox have launched a bespoke new outdoor campaign for their upcoming animated family movie Penguins of Madagascar. Running from 18th November until 7th December, outdoor activity for the film, which is a spinoff of the wildly successful Madagascar series, includes a major installation at Edgware Road in London featuring characters from the film zip wiring between two Clear Channel billboards.
The installation joins a range of standout outdoor activity being planned and deployed across the country by Posterscope and Vizeum, based on creative adapted by Hoo Ha LTD. The campaign includes static ads across buses and 96 sheet billboards, and digital activity across Waterloo Motion, JCDecaux’s network of digital screens, Transvision and digital escalator panels. Interactive Clear Channel Adshel Live digital posters will also be deployed across the country, which will enable fans to take their photos with characters from the film and share them online via social media.
One of the standout features of the campaign was a very unusual stunt organised by psLIVE, which took place on-board HMS Belfast in late November. This saw some all action Penguins being zipwired from the Fore Mast, across to the Aft Mast, some 200 feet above deck. The Penguins then embarked on a bus tour of London to generate photo bombing opportunities for social media.
Penguins of Madagascar is directed by Simon J. Smith, director of Bee Movie, and Eric Darnell, director of the Madagascar films. Benedict Cumberbatch, John Malkovich and Ken Jeong are among the voices featured in the film. The three films in the Madagascar series have grossed more than $1.8 billion globally, with Madagascar 3: Europe’s Most Wanted, taking in $747 million worldwide when it was released in 2012.
Leia Reuter, Business Director at Posterscope, said: “Penguins of Madagascar is the latest in the family of the brilliantly entertaining Madagascar films, and is set to be a smash hit with both kids and parents this Christmas. We needed to create a campaign that captured both the fun and cheeky spirit of the film’s characters, in a way that would help get the whole family involved. The special build across Edgware Road provides a completely unique experience that families can’t get anywhere else, while the interactive posters help the whole household to share their fun times.”
“The campaign reflects a growing interest from brands in commissioning special builds and building experiential elements as part of their outdoor campaigns. Brands are coming around to the fact that outdoor media is about creating a lasting impression, and that by providing people with a unique shareable experience, you ensure that’s exactly what you give them.”

Guinness West Indies Porter on Clerkenwell Road

To mark the launch of the new Guinness West Indies Porter, Diageo and Posterscope created a large hand-painted mural in Clerkenwell, an area known for its trendy bars and pubs. Posterscope’s Hyperspace team facilitated the project with High Rise Murals which is due to run until the end of November. The creative takes on a vintage feel to promote the heritage of the product, which is based on the recipe created in 1801. The campaign aims to hit the beer market trend of ‘premiumisation’ and the proliferation of craft beer brands and micro-breweries which are creating a new generation of beer-literate consumers.

Greggs Use Live Murals to Promote New Fresh Sandwich Range

From the 11th August, Greggs, Posterscope Manchester & Carat Manchester will be taking to the streets to promote Greggs’ fresh sandwich range and asking the public to join in the fun through social media.
For the next five consecutive days, an artist will paint fresh sandwiches onto a 96-sheet on Old Street, East London. Passersby will be encouraged to tweet in and guess which sandwich is being painted. The live painting will also be videoed and broadcast on the Greggs’ website and social media each evening, allowing viewers to see every piece of art created.
As part of the wider two-week campaign, a selection of 6-sheets and StreetTalk sites are being used in proximity to Greggs in order to raise awareness of the new fresh sandwich range.
Posterscope Manchester planned and booked the campaign, whilst Hyperspace, Posterscope’s innovation and creative team, were responsible for managing the project. High Rise organised the painting of the murals and JCDecaux Innovate was involved in delivering the campaign.
Nick Reeve, Senior Client Manager, Posterscope Manchester: “Fresh art murals painted daily in East London is a perfect way to represent Greggs’ fresh new sandwich range. The integration of Out-of-Home and social media is also a great example of our continuing vision of integrating advertising channels”.
Dominique Fyson, Hyperspace Project Manager, Posterscope: “This activity really breaks the mould for Greggs. It’s not every day you see a piece of live art created by a bakery brand. It visibly highlights how innovative uses in Out-of-Home can engage audiences in unexpected ways”.
Neil Knowles, Digital Brand Manager, Greggs:  “Out-of-Home was the perfect medium to promote our new sandwich range and interact with consumers. The campaign really brings the brand to life and reaches our target audience in the right place in the right mindset”.

Cubanisto Creative Changes From Day to Night

For the brand launch of Cubanisto, AB InBev’s new rum flavoured premium beer, Posterscope worked with Vizeum and creative agency, Ralph, to create an eye-catching OOH campaign that would stand out at any time of day.
From 19th May till 1st June, as part of a larger national 6-sheet campaign, one hundred day and night 6-sheet customisations will be deployed in key locations nationwide. In addition to this, eight day and night Mega-6s will target specific areas. The day and night printing technique allows two different creatives to be shown depending on the time of day and lighting. This allows passersby to experience a different creative during the day than they would at night, giving the campaign greater standout and reaching consumers throughout the day. Through the day and night changes, the campaign aims to highlight the message of bringing the spirit to light at night.
The wider campaign will be spread across all channels, including television, POS, OOH, digital and event/experiential.
Posterscope planned the wider media OOH campaign, while Hyperspace project managed the customisations.

Coca Cola Launches New Bottle with 3D Customisations

To celebrate the release of the new  Coca Cola contour shape, Hyperspace oversaw the production & installation of twenty-six giant replica bottles across multiple media owners on 48-sheets across the UK. The new bottle shape was in response to feedback from Coke fans, who preferred the contour shape found in the smaller sized bottles.
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