Annihilation

Pre Launch

We created an integrated outdoor campaign to get people chatting about #Annihilation.

In the build-up to the launch date of the movie, we started with the ‘Growth Billboards’ – two billboards in different locations in Joburg. Each billboard began unbranded (no Netflix logo whatsoever) with a pro-humanist message “HUMANITY WILL OUTLIVE THE EARTH”, but over the next 4 days a growing vine slowly enveloped it. This vine grew over parts of the original message to create the next message:

“HUMANITY WILL NOT LIVE.”

The final stage of growth ended with the movie’s main marketing line: “HUMANITY’S EXCTINCTION IS NATURES EVOLUTION.” Only at this point did we add Netflix branding, and reveal that this growing billboard was a promotional piece for the upcoming film.

Things got progressively weirder as the campaign continued and the billboards got more warped. For 4 days, we planted 10 crazy doomsday predictors on the streets of Joburg, near the billboards. These men would scream and shout in the streets, hand out poorly made “flyers”, urging people to notice that nature has “had enough” and is about to regain control over the Earth.

They themselves were also “infected” by the movie, and weird plant growth began to slowly overwhelm them over the course of the 3 days. Each doomsday predictor featured the hashtag #Annihilation, so people could chat about it online and try find out what this was all about.

The final stage of growth ended with the movie’s main marketing line: “HUMANITY’S EXCTINCTION IS NATURES EVOLUTION.” Only at this point did we add Netflix branding, and reveal that this growing billboard was a promotional piece for the upcoming film.

Printed on a silver substrate material, the colours of the shimmer had to pass strenuous safety testing by the JMPD, as it was worried that it would distract drivers too much.

Shimmer Billboard

Post Launch

This all led up to the reveal of the ‘Shimmer’ billboard on the night of the 11th of March (the day before the movie launched on Netflix). This shimmering billboard featured the 5 main cast members walking through the mysterious force field that is central to the movie’s plot.

Printed on a silver substrate material, the colours of the shimmer had to pass strenuous safety testing by the JMPD, as it was worried that it would distract drivers too much.

Luke Cage Season 2

Pre Launch

Most of us have been a hero at least once in our lives, no matter how small the deed. All were asking, in exchange for a Marvel-themed haircut from Pop’s Barber Shop, is for fans to tell us their stories of heroism while getting their haircut.

The fans got to experience a New York style barber shop, cut by the world famous Soweto Barbers, Legends. We dressed up their shop to look exactly like the shop in the show, even down to the smallest details like chess board. We also installed a Netflix smart TV so that those who hadn’t’ caught up on Season 1 could do so whilst getting styled in their ‘Hero Cut’.

Mowgli

Launch

We’re not watching movies the way we used to. More and more we’re watching big blockbusters on smaller screens.

So when Netflix wanted to launch their latest blockbuster, we decided to launch it where everyone was already watching – on the small screen.