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.”