Bud Garage / Halloween
A 6 month campaign with a progressive poster creative roll-out to complement the program of events. As the host for the series changed over the 6 months so did our geographical focus. This was complimented with an ambient street stencil campaign that also aligned with changing geo-targeting.
In October to mark Halloween the stencil creative even changed to one that appeared to drip blood. Plus the addition of a hand painted Mural on the side of the Lansdowne Hotel.
MURAL
CITY ROAD - CHIPPENDALE NSW
The Landsdowne hotel
POSTERS
Cleveland Street - Surry Hills
140k Vehicles Per Week*
STENCIL
BUDWEISER - HALLOWEEN
TIMINGS
1 month over October
PRODUCTS
50 x Stencils (Red Chalk)
200 x Posters (B0)
1 x Hand Painted Mural
BUDWEISER - GARAGE
TIMINGS
6 months from July to December
PRODUCTS
300 x Stencils (Red Chalk)
600 x Posters (B0)
IT - MOVIE
How do you promote a movie about a titular evil clown without actually showing the clown in question, and on a very tight budget?
Our pitch consisted of several ideas, some more edgier than others with the client setting the boundaries that restricted us from using imagery of Pennywise, the clown depicted in the movie. We did this beautifully in 2 ways:
HAND PAINTED MURALS
We thought if we can’t use him as the movie does, we’ll create our own versions of him. In turn we had street artists paint their interpretation of what Pennywise looked like on walls in Sydney, Melbourne and Brisbane. In each city, in prime locations for everyone to see and we make a video of the whole process……The outcome was phenomenal, the reach was exception, the client was ecstatic!
Artists: Sofles, James Jirat, Callum Preston, Cherie Buttons, Scott Marsh, Phibs.
IT BALLOONS
We also pitched an ambient street marketing stunt using the iconic red balloons which are so prominent throughout the movie, coupled with the storm water drains. By floating the red balloons above storm water drains and subliminally allowing people’s imaginations and inquisitiveness to question what it’s all about, if the penny didn’t drop there and then it was only a matter of time until the tease revealed itself.
ORGANIC INTERACTION
The campaign went viral globally, with a conservative reach of 6.5 mil in 24 hours. Images of the lone red balloons hovering above storm drains appeared across news media, radio and TV. Photographs from creeped-out pedestrians rapidly created a wave of social media impact along with an explanation of the link to the movie.
