Make time to head down to London Waterloo where from Monday 10 June commuters will be invited to join the Men In Black (MIB) London branch with Motion@Waterloo playing a central role in the promotion for the launch of ‘Men in Black: International’, a continuation of the Men in Black story. The campaign for Sony Pictures launch of 'Men in Black: International' was planned and booked with JCDecaux UK through Manning Gottlieb OMD and Talon.

Talon’s Creative Solutions team created the concept for the experiential activation and managed its execution on Motion@Waterloo, working with JCDecaux’s Creative Solutions team.

An experiential stand in front of Motion@Waterloo will invite users to join the London Branch of MIB by creating their unique ‘Branch ID’ video, a bespoke GIF capturing the person putting on the famous MIB black sunglasses. Once their ID is created it will be displayed on Motion@Waterloo.

Catherine Knight, Talon’s Creative Solutions Project Director said, “This campaign is a great demonstration of bringing together the experiential and digital OOH opportunities within the canvas of London Waterloo giving station users their own moment of fame on the Motion screen. We are delighted to have been able to create this campaign with Sony Pictures to give Londoners a fun and interactive experience with the new MIB release.”

Sony Pictures, Manning Gottlieb OMD, Talon, JCDecaux UK and experiential partner Ambient, have collaborated to create this unique experience, letting users recreate the iconic MIB sunglasses moment.

Around 1,400 GIFs are expected to be created during the campaign activity, as well as additional social activation, with each ‘new recruit’ being given a pair of MIB sunglasses to take home.

‘Men In Black: International’ will be released in cinemas on Friday 14th June.