Edge Of Tomorrow, Warner Bros' First International Innovate Campaign

Working together with JCDecaux and Total Immersion, Warner Bros ran for the first time the same Innovate campaign in Spain and the Netherlands, for the release of their blockbuster “Edge of Tomorrow” starring Tom Cruise and Emily Blunt.

A week prior to the release of the film, JCDecaux created a fully wrapped bus shelter in the city centre of Madrid and another in the centre of Amsterdam. Both located in busy pedestrian areas and close to cinemas, these two bus shelters were decorated to recreate the atmosphere of the film and attract the attention of passers-by. JCDecaux also placed an augmented reality screen inside the bus shelters, allowing people to have fun while waiting for their bus.

By interacting with the digital screen, people could choose to virtually wear three different types of armour, as worn by the main characters in the film, and choose between 3 different backgrounds also inspired by the movie. At this point, people could take photos of themselves and send them to their own email address as a souvenir of this unique experience.

In just 7 days over 3,000 photos were taken and shared, demonstrating once again the strength of Innovate and people’s interest in interacting with Out of Home.

You can have a look at this campaign by clicking on the video below.