Creepy Red Balloons Appear In City Streets As Part Of Marketing Stunt For New IT Movie

Creepy Red Balloons Appear In City Streets As Part Of Marketing Stunt For New IT Movie
SHARE
THIS



Every 27 years, Pennywise, the child-eating clown from Stephen King’s novel IT, resurfaces to terrorise the town of Derry.

With 2017 marking the 27th anniversary of IT, newly-launched agency Mr. Glasses and its sister marketing company Showtime Marketing won the pitch to promote the new IT movie Down Under in a very creepy but clever way.

The man behind Mr. Glasses and Showtime Marketing, Chris Campbell, said the client (Village Roadshow) restricted the agencies from using imagery of Pennywise, the clown depicted in the movie, in executing the marketing stunt.

“We thought, ‘If we can’t use him as the movie does, we’ll create our own versions of him’,” he told B&T.

“We had street artists paint their interpretation of what Pennywise looked like on walls in Sydney, Melbourne and Brisbane.

IT movie marketing stunt [1]

IT movie marketing stunt [2]

IT movie marketing stunt [3]

“In each city, in prime locations for everyone to see, we made a video of the whole process.

Campbell said the companies also pitched an ambient street marketing stunt for Sydney streets using the iconic red balloons, which are prominent throughout the movie, coupled with storm water drains.

“By floating the red balloons above storm water drains and subliminally allowing people’s imaginations and inquisitiveness to question what it’s all about, if the penny didn’t drop there and then it was only a matter of time until the tease revealed itself,” he said.

“The outcome was phenomenal, the reach was exception, the client was ecstatic!”

CREDITS

Client: Village Roadshow

Creative: Mr. Glasses Agency

Execution: Showtime Marketing

Artists: Scott Marsh (Sydney), James Jirat (Sydney), Solfes (Brisbane), Cherie Buttons (Brisbane), Phibs (Melbourne), Callum Preston (Melbourne)

 

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]