Fox's upcoming bloodthirst-inspired TV series — 'The Passage,' is being promoted in the streets of São Paulo with vampire posters "that burst into flames under sunlight." The marketing approach here is, without a doubt, extremely creative and perfectly in unison with the vampire theme.
The campaign for 'The Passage' is curated in collaboration with creative agency BETC/Havas. Numerous transparent boxes were deployed in the city, each containing a vampire poster. In the night time, the street billboards behave normally, however, once sunlight makes contact with the paper, the contents of the box slowly begin to burn. This effect has been reached through coating the visuals in a mixture of potassium permanganate, sulfuric acid and "a special paint." The dramatic effect effortlessly ties into the undead's deficiency when it comes to sunlight.
What Makes This Trend Stand Out
- Sunlight-responsive Advertising
- The use of sunlight-responsive materials in advertising campaigns present an opportunity for creating memorable and unique engaging experiences.
- Themed Advertising Campaigns
- Themed advertising campaigns offer opportunities for creatives to craft unique and memorable engagement experiences, especially for entertainment and media brands.
- Innovative Promotional Materials
- Innovative promotional materials that use unconventional technologies or materials can set businesses apart and leave lasting impressions on audiences.
Sectors Adopting This
- Entertainment
- The entertainment industry can capitalize on the use of sunlight-responsive and themed advertising campaigns to generate buzz and interest for upcoming releases.
- Marketing and Advertising
- Marketing and advertising agencies can encourage creative teams to utilize innovative promotional materials and techniques to help clients' products stand out in crowded markets.
- Printing and Signage
- Printing and signage companies can explore new materials and technologies to offer clients unique and innovative advertising solutions that set themselves apart from traditional offerings.
