To activate the campaign we identified 2 behavioral Growth Audiences: Everyday Action Heroes and Extra Terrestrial Threats, respectively medium to heavy gamers and fans of action-adventure film. They both were expecting impact and emotion. So we needed to deliver a campaign that showcased originality in the most visible way. We wanted to own the moment of re-opening after many lockdowns and restrictions, getting the most out the re-acquired moments of freedoms. This insight was the ground to define our strategic platform: Invade the Zeitgeist.

Do you know a more immersive way to live in a film about an alien invasion, rather than a giant space shuttle in the middle of the city?

We gave life to the very first anamorphic 3D activation on a OOH billboard in Italy and an AR activation, with a bus shelter involved, reproducing the atmosphere of an extra-terrestrial invasion in the Italian city of Milan.