… not suprisingly / again / please stop giving awards to this campaign just because it uses the DEPs…
…is 20th Century Fox’s Rocky Balboa as of course produced by Grand Visual.
Don’t get me wrong, it was a very good campaign, well thought out, great execution from Grand Visual and makes the most of the individual screens on the escalator panels but I cannot help thinking that a lot of the creativity is in the hardware itself.
The votes were cast by members of the general public – in 2008 let’s, as an industry, give them a lot more, different and exciting digital creatives to choose from.
Congratulations to Grand Visual anyway.
20th Century Fox / Rocky Balboa
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Digital Escalator Panel
Entertainment & Media
10” Network Pack
20th Century Fox came on board as a launch partner for the first roll out of the DEPs. They used three months worth of coverage to promote some key films during that period, these included; Rocky, Eragon & Night at The Museum. This campaign was one of the first to grasp the benefit of the ability to run sequenced creative across the screens – and they did it to great effect. The campaign won ‘Digital Campaign Poster of the Year’ at the Campaign Poster Awards and has since been used by many as a template on this format.