Sony were about to launch its blockbuster movie Godzilla with traditional film media such as press and posters. As we were developing these we felt a little something extra was needed to really capture people ‘s imagination and get them talking.
The premise of the movie was that Godzilla so incredibly huge that it devastated everything in its path. Being so huge though meant no media could do it justice – not even the largest poster supersite. Instead we portrayed what city streets would look like after the monster had been through them. During the night we dumped crushed cars across London covered in emergency services style tape carrying the words “Godzilla Alert!!!” Deliberately there was no other branding and no mention of it being promotion for the film.
Londoners awoke to the carnage of the monster. The Evening Standard carried coverage while Capital Radio and Classic FM presenters talked about it on air. Virgin Airways ran an ad copying its style to take one of its regular pops at British Airways and Norwich Union featured it in their advertising. The media it generated was literally priceless. It was also commended at Cannes and awarded Best Ambient Poster by Campaign.