To promote the theatrical release of ‘King Arthur: Legend Of The Sword’ in Belgium, Warner Bros Belgium booked several large outdoor billboards. But in order to earn the attention of passers-by, we wanted to turn this passive medium into a live communication event that could be followed both on location as well as on social.
To turn this otherwise passive medium into a live event, we partnered with international graffiti artist Bart Smeets for one of the billboards at Kinepolis Antwerp. Over a period of 8 days, Bart continuously sprayed and revealed a 72m² piece of art. This did not only earn people’s attention, but also generated social visibility as people shared photos and videos on their own social channels.
Bart’s progress and all of his preparations, including a shopping spree to buy 300+ spray cans and the process of choosing the right colors, were shared instantly and throughout the entire event via Instagram Stories on the official Warners Bros Belgium account. This turned everybody into a front row spectator and intrigued passers-by to follow Warnes Bros Belgium on Instagram to see the final result.
Afterwards, a contest was launched on Instagram. The complete artwork was chopped in 9 square pieces and posted on the Warner Bros Belgium account. People just had to like and comment on the part they liked most. At the end of the campaign a jury handpicked 9 lucky people and 9 high quality canvases, cut from the original artwork, were shipped to the winners.
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