Large-scale guerrilla projection campaign launches Gangs of London S2
The second series of Gangs of London launched last night (20 October) accompanied by a large-scale guerrilla projection campaign across 56 London locations.
The various sites, some of which are iconic landmarks such as Marble Arch, Harrods Waterloo Station and London Bridge, were lit up with artwork to promote the second-season launch.
The ambitious campaign was executed by Sky’s entertainment marketing team, in collaboration with Pixel Artworks, Rapport, Sky Creative and Mediacom. The 56 projections went live last night, with the bold use of blood-red across the artwork projections emphasising the sense of danger and foreboding in the high-octane crime thriller.
The full creative campaign, developed by Sky Creative, Sky’s in-house advertising and creative agency and the largest in-house agency in Europe, also includes a full range of activations across TV, OOH/DOOH, cinema, digital and extensive social and influencer outreach.
Lucy Johnstone, Sky entertainment head of marketing commented: “this has been one of the most ambitious marketing activations we’ve ever done and to get it right required a monumental collaboration from everyone involved. The premise of Gangs of London is dominance and power so it made sense that we reflected that sentiment in the scale and placement of the campaign. It has been awesome.”
Thomas Rapley, media development director at Pixel Works added: “we always had a big vision for how this campaign could be delivered and it’s been a monumental task to bring it to life. Delivering activations across so many locations in one evening is no mean feat and it wouldn’t have been possible without the involvement of so many people, not least Sky’s marketing team.”
James Brunton, business director at Rapport remarked: “It was clear from the start that Gangs of London needed to be woven into the fabric of London’s culture to elevate the campaign beyond traditional placements.
“Projections at this scale have never been done before and the result is truly breath-taking. This has been a mammoth collaborative effort between all parties and demonstrates the physicality, agility, and power of out of home to keep delivering true audience engagement at scale.”.
Watch the Gangs of London conceptual launch ad below:
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