Men In Black: International

Sony Pictures
Men In Black: International

Sony Pictures
Men In Black: International

    Services:
  • Advertising
  • Audio Visual
  • Design
  • Events

The challenge

To rocket-launch Sony's Men in Black: International, with an out-of-this-universe campaign for UK & IE.

Creative strategy

Just like the Men in Black themselves, we needed a campaign that was consistently cool and slick. We creatively localised the International artwork for UK/IE markets to show off the new cast; Chris Hemsworth and Tessa Thompson.

DUBLIN AIRPORT
Mary Poppins Returns European Premiere Tickets
BUS MEGA T-SIDE

Our full UK & IE campaign invaded DOOH, OOH, bespoke large format print, buses, Ireland Airport and an experiential activation at Waterloo Station.

Mary Poppins Returns European Premiere Tickets
WATERLOO ACTIVATION SCREEN

Inspired by new recruit Agent M (Tessa’s character), we, and special Agents, invited people at Waterloo to 'Join the MIB London' by creating their unique ‘Branch ID’ video – a GIF capturing them donning the iconic MIB black sunglasses. Once created, their video was displayed on Motion@Waterloo, one of London’s biggest DOOH screens, giving users their own moment of fame.

Mary Poppins Returns European Premiere Tickets
WATERLOO ACTIVATION - JOIN MIB LONDON

A bespoke GIF was then blasted through to their inboxes allowing them to share their experience using #MIBInternational. All artwork, including the five-metre experiential stand and large motion screen, was designed and produced by Feref.

#MIBINTERNATIONAL - BESPOKE GIF