ANT-MAN: A MINIATURE CAMPAIGN WITH MONSTROUS RESULTS.
Our services were required by Posterscope to help promote and educate the Australian audience about the next evolution of super hero from the Marvel Cinematic Universe (MCU). Ant-Man was slated to make his debut with the launch of his first feature film in July 2015. Before the release, Marvel was faced with the challenge of introducing Ant-Man to the Australian audience, not just as a super-hero but a Marvel super-hero. With a demanding box office target, the target audience comprised not just of comic book and super-hero fans, but also the general wider audience.
Ant-Man shrank in scale but increased in strength, this was the essence of our creative concept. We took advantage of the size of its superhero to create a three dimensional story to engage with movie fans. We strategised a way of creatively utilising traditional Out of Home media and hybrid it with an offline content marketing plan to spur engagement with fans across social channels.
Starting with traditional blockbuster “Billboard” the most obvious and widely used medium for advertising new movie releases. We shrunk 200 Billboards to create mini billboards and placed them in key target locations and high foot traffic sites to achieve maximum awareness and excitement across Sydney, Melbourne and Brisbane. This spurred a ton of engagement with fans, which all clamored around to take photos and share across their social channels. On top of this, the images taken of the mini billboards in numerous locations were shared with press and media, which amplified awareness of the Ant-Man movie through their digital and social media channels.
A local execution on a small scale became a global talking point overnight. It proved a viral success, with online articles and photographs being featured on Yahoo, Entertainment Weekly, Pedestrian, NY Daily, Time Magazine, IMDB, Reddit and Ad week. Following the success and response of the campaign in Australia, Marvel booked mini billboards globally. This all done on a budget of $22k, just proves the right idea executed effectively, no matter how ‘small’, has the potential to do big things.
REVERSE GRAFFITI: A NEW WAY TO LOOK THE CITY.
Bank of Australia formally known as Bank MECU was previously licensed as a building society and to be able to offer the full suite of financial services and business banking they upgraded to a Banking license, however still maintain their loyalty to customers. They wished to convey this loyalty through a range of unique, powerful and challenging outdoor campaigns, and Mr Glasses was eager to take them on.
The main objective was to create a “Green and Environmental” OOH campaign to help launch the new Bank of Australia service centre in Melbourne. After putting on our thinking caps, we came across UK graffiti artist Moose, who creates his art by cleaning dirt and grime off surfaces. Reverse graffiti (grime writing) starts with a a dirty wall and then removing layers of dirt to create an mural. Using rags, stencils and recycled/purposed items.
Mr Glasses partnered UK artist Moose with Bank of Australia to execute the reverse graffiti campaign, the first commercial project of its kind in Australia. The artworks featured plants and animals that live on Bank of Australia’s conservation landbank including the South-eastern Red-tailed Black cockatoo, the Golden Sun Moth and the Growling Grass Frog. Over two days Moose took to the streets of Melbourne armed with stencils, brushes, cloths and a high pressure water cannon leaving behind a series of artworks in key high traffic Melbourne locations situating from the Docklands to the MCG.
A first of it’s kind guerrilla campaign in the financial sector media landscape in Melbourne. This campaign received massive press, with news articles featuring in Mumbrella to the ABC, which assisted greatly with reinforcing the branding behind Bank MECU’s unique customer-owned banking marketing strategy. Bank MECU national community banking manager, Steven Lynch said: “Bank MECU is delighted to be joining this community with the new reverse graffiti artwork and through the recent opening of our service centre located in Little Collins Street. “Just as reverse graffiti challenges you to look at graffiti in a new way we also want people to look at Bank MECU, and customer owned banking in a new way,” Lynch said.