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

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

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]