Join Men In Black with Waterloo Domination
From Monday 10th June station users at London’s Waterloo station will be invited to join the Men In Black (MIB) London branch.
Celebrating the launch of ‘Men in Black: International’, a continuation of the Men In Black story, Sony Pictures Releasing, Manning Gottlieb OMD, JCDecaux Creative Solutions, Talon and experiential partner Ambient, have collaborated to create a unique experience, letting users recreate the iconic MIB sunglasses moment. Talon’s Creative Solutions team created the concept for the experiential activation and managed its execution.
The five-meter experiential stand in front of Waterloo Motion, invites users to join the London Branch of MIB by creating their unique ‘Branch ID’ video, a bespoke GIF capturing the person putting on the infamous MIB black sunglasses. Once their ID is created it will be displayed on JCDecaux’s Waterloo Motion, one of London’s biggest DOOH screens.
Our Agents at the station will instruct all station users how to join the branch and create their own ID if they want to help protect the earth from the scum of the universe.
The digital experiential campaign is running from Monday 10th to Sunday 16th June and features bespoke content filmed by Chris Hemsworth and Tessa Thompson, who star as Agent H and Agent M in the film. Both will speak directly to everybody who interacts with this super contextual DOOH experiential activity.
Around 1,400 GIFs are expected to be created during the experiential campaign activity, as well as additional social activation, with each ‘new recruit’ is given a pair of MIB sunglasses to take home.
The experiential activity is a core element of activation for the film, with a wider media plan featuring LF DPPH and bus T-Sides will also be in place.
‘Men In Black: International’ will be released in cinemas on Friday 14th June.
Catherine Knight, Talon’s Creative Solutions Project Director says: “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.”