To rocket-launch Sony's Men in Black: International, with an out-of-this-universe campaign for UK & IE.
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.
Our full UK & IE campaign invaded DOOH, OOH, bespoke large format print, buses, Ireland Airport and an experiential activation at Waterloo Station.
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.
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.