THE UNDERWATER POSTER

ClientWARNER BROS ENTERTAINMENT FRANCE
Category A05. Media / Entertainment
TitleTHE UNDERWATER POSTER
Product/ServiceAQUAMAN FILM
Entrant WARNER BROS ENTERTAINMENT FRANCE Neuilly-Sur-Seine, FRANCE
Idea Creation BRAND STATION Paris, FRANCE
Media Placement BRAND STATION Paris, FRANCE
Production L'ALTERNATIVE Paris, FRANCE
Production 2 METROPOLE Gennevilliers, FRANCE
Credits
Name Company Position
Loic Chauveau Brand Station Chief Creative Officer
Damien Guiol Brand Station Creative Director & Art Director
Samy Benama Brand Station Creative Director & Copywriter
Hugo Venutier Brand Station Art Director
Elise Bussac Brand Station Copywriter
Djavid Karmaly Brand Station Copywriter
Louis Wallet Brand Station Motion Designer
Noe Paris Brand Station Motion Designer
Xavier Delaporte Brand Station Business Director
Johanna Varlet Brand Station Account Manager
Natcha Crea Brand Station New Business Manager
Fabien Manzano Martinez Brand Station PR Manager
Remy Guizerix Brand Station Agency Producer
Laetitia Bernard Brand Station Production Manager
Pauline Juliano Brand Station Production Manager
Emmanuel Cuesta Kuest Prod Director

Why is this work relevant for Media?

We took a traditional and overused media, and we turned it into a brand new experience : - by making the poster ginormous : 15x33 meters - by setting it up underwater at the bottom of a swimming pool

Background

In a context where people don’t ever bother to look at advertising posters anymore, how can we create an impactful poster campaign that truly stands out for the upcoming release of Aquaman in movie theaters ?

Describe the creative idea / insights (30% of vote)

We created « The Underwater Poster » : the first poster ever that lets you truly dive into the movie. For this campaign, we printed one single massive poster which was set-up at the bottom of the Pailleron olympic-sized swimming pool in Paris.

Describe the strategy (20% of vote)

Our strategy was to make a splash for the upcoming release of Aquaman in France by creating the first underwater poster. Our target audience was the general public : people were able to come and see the poster at the swimming pool. As for swimmers, they were able to truly take the experience to the next level by swimming directly with the poster. Medias, journalists and influencers were also solicited, and were able to come to the pool to see the poster for themselves, as well as relay the campaign.

Describe the execution (20% of vote)

First of all, we enlarged the official Aquaman poster to create a giant 495 square meters x 1,5 tons poster. We then printed this poster and set it up at the bottom of the Pailleron pool in Paris. It took 10 professional divers and a grand total of 14 hours of work to achieve this feat. The poster, which was water & chlore resistant, was available to see during an entire week at the Pailleron pool, a week before the movie was to be released (on the 18th December 2018). Our target audience was the general public : people were able to come and see the poster at the swimming pool. As for swimmers, they were able to truly take the experience to the next level by swimming directly with the poster.

List the results (30% of vote)

- 1 french box office - 3 worldwide box office - +412 million global impressions - 5,9 million euros earned media