For the release of the highly anticipated biographical drama film ‘The Walk’, Sony Pictures deployed a huge 26x7 metre floor vinyl covering the Canary Wharf piazza - booked with JCDecaux.
The gigantic vinyl featured the official movie advertising and allowed Londoners to have their pictures taken while walking along the creative’s tightrope. Canary Wharf was chosen from a creative perspective to maximise the effect when office workers looked down on the visual.
This fantastic use of the Out-of-Home creative landscape reached the highly affluent and savvy audience who work in the area, as well as shoppers drawn to the area’s four retail malls.
Catherine Knight, Innovations Consultant, Talon Outdoor, said: “We are really excited to have delivered this huge graphic which looks exceptionally impressive from both ground level and when viewed from the elevated position of nearby offices. The installation enabled people to share in the experience of #TheWalkChallenge and capture their own images while walking the tightrope across New York’s infamous skyline.”
The campaign, booked with JCDecaux by Manning Gottlieb OMD and Talon Outdoor, started on Monday 28th September and ended on Thursday 1st October.
In addition to this, the campaign has also been deployed across M-Vision screens in key UK malls, Transvision screens in major UK rail stations, digital 6-sheets at London Bridge and on Motion@Liverpool Street until October 11th.
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