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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.”

psLIVE and Isobar hit Brighton with the Kellogg's Squares Videobooth

Kellogg’s Squares are targeting a slightly older brand audience and have also become the sponsor of the anarchic quiz show celebrity juice. To promote this, psLIVE and Isobar and hit Brighton during the comedy festival earlier this month with their Kellogg’s Squares videobooth.
People were invited into the booth to take part in one of five Celebrity Juice challenges that were set around getting the bars out of their wrapper. The challenges were streamed live onto a large screen outside. When the challenge was completed, participants were judged on their performance by passersby using our clap-o-metre.

Movember Returns with their Made in Movember Campaign

Following on from last year’s extremely successful partnership with Movember, Posterscope have once again joined forces with the men’s health charity to deploy an international pro-bono OOH campaign. The activity, which is live throughout October and November, is present in 12 countries including the UK and USA, and features on a range of formats.
In addition to this, geo-fenced taxi tops are being used in London to target would-be Mo Bros in their local boroughs, giving the campaign a more personalised and localised feel.

Homer Meets His Maker

Fox TV and psLIVE UK Bring Homer Simpson to Life at the San Diego Comic Con

On the 26th July, Fox TV and psLIVE UK brought TV’s favourite doughnut-eating dad to life as part of The Simpsons 25th anniversary. This activity formed a key part of the San Diego Comic Con, which ran from the 23rd to the 27th July.
To celebrate the history of this iconic TV show, a panel featuring Matt Groening, creator of The Simpsons, and the long-term producer, Al Jean, fielded questions about 25 years of The Simpsons in front of 8000 fans at San Diego’s famous Comic Con.
At the end of the panel session, Homer Simpson himself made a surprise guest appearance! The 360 degree, 3D holographic projection of Homer walked onto the stage and engaged the crowd with a speech to mark the 25th anniversary of the show that was specially written with the San Diego Comic Con audience in mind. In addition to this, Matt Groening took part in a live conversation with Homer from the Comic Con stage to truly delight a hugely appreciative crowd, in ballroom 20 of the San Diego Convention Centre.
psLIVE UK were responsible for the creative concept, planning and execution of the hologram projection and worked closely with 20th Century Fox TV studio team to create the 3D animation of Homer.
Michael Brown, MD psLIVE UK: “We were delighted to again be sought out by Fox to create a truly pioneering experience around this important milestone in one of the most successful, and famous TV franchises globally – it was a real privilege and honour to be entrusted to deliver this particular event experience for one of our most valued clients”.
The Comic Con audience certainly lapped it up, as did the whole of the USA: The cameras of Good Morning America captured the innovative work for broadcast across the entire nation.
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psLIVE use Guerilla Projections to Display Ape Messaging in London and Edinburgh for the Launch of Dawn of the Planet of the Apes

For the launch of the Dawn of the Planet of the Apes movie, experiential agency psLIVE are commissioning two projections in London and Edinburgh to build hype around the new release.
To tie in with the cinema release date, on the dawn of the 17th July, pro-ape messaging such as ‘apes together strong’ will be simultaneously projected onto the facade of two iconic British landmarks; City Hall in London and Edinburgh Castle.
This one day activation aims to raise awareness of the movie and promote the ‘apes versus humans’ strategy in an innovative way, using never before seen synchronised projections.
The activity forms part of a wider national campaign which will roll out across high impact digital screens, bus T-sides and beer mats, and also featuring live updates.
To receive more information and all the latest updates follow #dawnofapes or check out the website – www.dawnofapes.co.uk.

Dreamworks and 20th Century Fox Fly Giant Dragon Over London to Promote How to Train Your Dragon 2

20th Century Fox and Dreamworks Animation have flown a giant dragon kite through London’s Tower Bridge as part of a marketing campaign for new film How to Train Your Dragon 2.
The kite, which measured 54ft from head to toe with a wingspan of 36ft – bigger than a London double decker bus – followed the Thames from its launch point in North Greenwich, using a high speed rib boat to pull the kite through the draw bridges of Tower Bridge.
The film, released in cinemas on 11 July, is an animated action-comedy starring Jay Baruchel, Gerard Butler and Cate Blanchett.
The dragon kite stunt was planned and executed by experiential marketing agency psLIVE.
Via: The Drum

Stella Artois Whisks People off to Wimbledon in Waterloo Station Experiential Campaign

Stella Artois, official sponsor of Wimbledon 2014, has launched an OOH campaign that utilises traditional and the latest OOH innovations, to build on their association.
A national 48 and 96 sheet campaign, proximity one off banners, and 6 sheets on the way to the event, will all drive mass coverage of the sponsorship. The highlight of the OOH campaign is the use of JCDecaux’s Motion@Waterloo screen, where Posterscope and JCDecaux have developed 5 templates which bring in social from Instagram and Twitter, real-time copy updates from Wimbledon, as well showcasing branded Stella Artois content.
The screen, which is scheduled to deliver what consumers want, when they want it, fuses connected commuter insight with timetable data, thus making every ad shown relevant to how consumers are thinking and feeling in the station.
On days 5 and 6 there was an exciting twist, where Stella Artois gave away Wimbledon tickets through a centre court experience, delivered by psLIVE and JCDecauxLive.
The campaign was planned and bought by Posterscope and Vizeum with media and production delivered by JCDecaux.
This campaign is another example of Stella Artois pushing the boundaries of digital technology to deliver relevant communications.

British Airways Takes Centre Stage at the Isle of Wight Festival

British Airways provided a stage for emerging talent at the Isle of Wight Festival this year. Ten brand new acts from around the UK and Europe were given the opportunity to play to crowds of up to 55,000 from June 12 -14, 2014 on the #BAmusic Stage during the course of the event.
The acts, selected by British Airways, were chosen to represent some of the short-haul destinations the airline flies to from London Gatwick; bringing together artists from Spain, France, Italy, Croatia and of course the UK to the festival.
The ten acts British Airways is showcasing will include:

  • BAUNZ (Italy) –  Sleek Italian house from Rome
  • DJ TOTTIE (Spain) – Deep house and techno from the clubs of Barcelona
  • HARLEIGH BLU (UK) – Classic soul with a distinctive edge
  • XANDER MILNE (France) – French inspired disco and house
  • CHAMPS (UK) – Alternative indie folk from the Isle of Wight
  • REBECCA CLEMENTS (UK) – A future folk star from Bristol
  • KARYMA ELLIS (UK) – An R&B spin on an alternative pop delivery with jazz soul vocals
  • DJ MIA (Croatia) – Croatian inspired club bangers meets party classics
  • LAUREN ON REPEAT (UK) – Party tunes to make you dance
  • RAYON NELSON (UK) – Reimaging of acoustic and soul

British Airways staff were also on hand with essential items to help keep everyone refreshed and feeling great. Visitors to the #BAmusic stage and readers of Time Out magazine were also given the opportunity to win tickets to see the acts performing in their own country and explore their local music scenes later on in the year.
The event follows the success of last summers ‘#BABeachside’ event on Brighton beach, which saw people strapped in to airline seats and hoisted 100ft above the beach, while being treated to a fine dining experience from a kitchen in the sky.
This campaign was organised by psLIVE and featured in TimeOut London.

Centre Parcs Uses Virtual Reality in New Out of Home Campaign

Holiday park company, Centre Parcs, is set to stage a takeover of Waterloo station, which will use virtual reality technology and digital screens to promote its latest UK village at Woburn Forest in Bedfordshire.
The campaign, which runs from 9-13 June will deliver a 360 degree experience for commuters, who will be invited to use an Oculus Rift headset and be transported to the zip wire and high ropes course through virtual reality footage filmed at the Woburn village.
There will be a second experiential zone demonstrating a take on the archery experience with physical bows firing virtual arrows on to screens with the chance to win £1,000 worth of vouchers for the leader at the end of the week.
Center Parcs will also be displaying consumer-generated tweets and photos on the Motion@Waterloo screen as part of a competition to win a £2,000 family break.
Center Parcs worked with Walker Media, Posterscope, psLIVE, Brothers&Sisters and JCDecaux to develop the campaign.
Via: The Drum

Air New Zealand on reLAX Tour

Air New Zealand launched the AirNZreLAX tour to showcase its innovative Economy Skycouch and Premium Economy Spaceseat seats to travel agents and consumers across the UK.
The airline, which flies daily from London Heathrow to Los Angeles and onto Auckland, toured through Edinburgh Glasgow, Preston, Sale, Manchester, Chester, Liverpool, London, Brighton, Oxford, Cheltenham and Bristol.
Bringing the in-flight experience to the road, the transparent tour truck housed Air New Zealand’s revolutionary Economy Skycouch and Premium Economy Spaceseat products which ensure Air New Zealand customers arrive LA ready.
The Economy Skycouch, made up of three economy seats which convert into a flat space, is the first of its kind in Economy, offering passengers the freedom to spread out and get comfortable. The Premium Economy Spaceseat is famous for its futuristic hard shell design which allows customers to recline without encroaching on the space of others. The seat comes in two variants to cater for customers wanting to relax with a travelling companion as well as those who prefer privacy during a flight. Air New Zealand’s revolutionary seating, along with in-flight entertainment and award-winning food and wine mean customers in every cabin arrive refreshed and ready to enjoy the delights of LA.
At each city stop, Air New Zealand invited local residents to step onboard to meet the cabin crew, try out the award-winning seats for themselves and share their experiences on social media.
Air New Zealand also launched the nationwide #AirNZreLAX competition giving people the chance to win return Economy flights for two with Economy Skycouch upgrades from London to LA. Competition entrants simply need to submit a photo of their best “reLAX” pose; whether reclining on the couch at home or unwinding on holiday in a hammock, via Twitter, Facebook, Instagram or online at www.airnz.co.uk/relax.
The experiential campaign was planned by psLIVE.
Via: FMBX