Durst Group adds open house twist to FESPA showcase
Spanish Durst customer, Nivell Publicitari, will showcase the manufacturer’s print solutions live at its Barcelona facility during this year’s FESPA Global Print Show
The BBC enlisted an influencer to carry a 48-sheet billboard on his back while hiking, to promote the latest series of Race Across the World
The BBC recently promoted the latest season of its reality series, Race across the World, by turning influencer Morgan James into a "walking billboard" in a creative out-of-home (OOH) marketing stunt.
BBC Creative, the marketing and branding arm of the BBC, enlisted James to carry a 48-sheet billboard on his back while hiking across East Sussex.
The creative campaign was made to mark the launch of the new season of the series, in which teams race across an area of the world using any means of transportation other than air travel. The billboard features the slogan "goodbye comfort zone", on top of an image of the Great Wall of China.
Describing the project, Dave Monk, creative director on the project says: “This season of Race Across the World our contestants were really out of their comfort zone, so we thought, why don’t make an ad that pushes someone out of theirs?
“Thus, we strapped a massive billboard to some poor influencer and sent him off on a little hike.”
A social media video, which was shared on both the BBC’s and James’ social media channels, shows the influencer’s various struggles carrying the billboard. This includes walking up a steep hill, trying to navigate through narrow gates, and passing by other bemused hikers.
James finishes the video by saying: “That was possibly the hardest thing I ever had to do. I was a little out of my comfort zone. If you thought this was an adventure, wait till you see what they get up to in the actual show.”
BBC Creative created the campaign alongside Mother Brown Films and studioBeam. Chief creatives on the campaign were Tom Flynn, Hannah Young, Steve Lownes, and Aron Sidhu.
BBC Creative previously celebrated the return of the drama series, SAS Rogue Heroes, with a campaign that promoted what it describes as the show’s “rebellious spirit”.
For the campaign, which was launched in January, tattered posters promoting the show were stuck over existing OOH billboards, with “anarchy is back” spray-painted below. The campaign was made with OOH agency, JACK, alongside Talon Outdoor.
Alongside the campaign, the BBC also launched a video created through visual effects, appearing to show a parachute with the SAS Rogue Heroes logo painted on hanging off the London Eye.
