Prime Video’s TV series The Boys is breaking the fourth wall with a creative installation from IPG’s Rufus, Billie Media, and Phantom Billstickers.
The unmissable out-of-home campaign promoting the launch of the series’ third season is brought to life with an activated billboard featuring Kiwi actor Karl Urban shooting laser beams out of his eyes and appearing to destroy a car.
The activated billboard is supported by large street format posters, LED lighting and a burnt-out car, together providing passers-by with a theatrical experience.
Phantom devised the idea and production while outdoor media specialists Billie Media worked on the outdoor media execution with Rufus as the company’s lead global agency.
Kirsten Lowry, Phantom’s Sales Director, says their in-house creative capability allows ambitious advertisers to do something different from the usual mass-market launch.
“Prime Video, Billie Media and Rufus understood how to harness the scale and power of our network. They gave us the creative freedom to bring this to life and we are extremely proud of how it has turned out. The Boys fans across the country are fizzing about the activation,” says Lowry.
Ben Poole, Co-Founder of Billie Media says this execution was a true showcase of the power of outdoor advertising.
“It has been the centrepiece of The Boys outdoor campaign in Auckland, and it’s grabbed the attention of commuters, generated a huge amount of buzz online and ultimately got people talking about the new season of the show.
“The Boys execution is a great example of the opportunity that exists within this real-world channel to stand-out while also creating a unique ability to live in the online world,” says Poole.
Rohan Prasad, Co-Founder of Billie Media, says seeing the interest from the public the site generates and the sharing of it on social media has been amazing.
“There is so much untapped potential in the creative outdoor space and Billie Media is raring to champion this medium to marketers.”