Marks & Spencer’s ‘Live-Action’ 3D Billboard Amooses Without The Need For CGI
If there’s an emerging trend in the world of out-of-home advertisements, it’s 3D billboards. Previously, Subway allowed passers-by to design their very own sandwiches in real-time, while Adidas celebrated Lionel Messi’s World Cup victory with a giant display.
Now, British retailer Marks and Spencer (M&S) has joined in on the fun with what it claims is the world’s first live-action 3D digital billboard.
Created together with media agency Mindshare, advertising firm Kinetic, and DOOH.com, the Chilled Cows, Chilled Milk campaign could be a significant step toward how brands could incorporate the latest technology into creative storytelling.
Here’s the world's 1st live-action 3D OOH campaign for @marksandspencer, in partnership with @kineticwwUK and @mindshare_uk (and Daisy the cow - with not a lick of CGI!).
— DOOH.com (@WeAreDOOH) August 22, 2023
This pioneering campaign showcases M&S' commitment to ethical farming and quality #ChilledCowsChilledMilk pic.twitter.com/5gOSNost0b
The film, which stars a cow named Daisy, was filmed at a farm in Northern Ireland to capture the “in-camera” 3D visuals, negating the need for any post-production CGI.
Those walking past the sign will get a view of the adorable animal grazing in the picturesque grasslands, with her occasionally sticking her tongue out as if to lick onlookers.
Deyo Adetosoye, senior account manager at Kinetic, told Marketing Beat that the appeal of out-of-home advertising is “its ability to make a resounding public statement.”
Chilled Cows, Chilled Milk does just that by providing the “perfect canvas” for the brand to broadcast its offerings in “glorious 3D” in the heart of major cities.
[via Marketing Beat and Creative Review, cover image via DOOH.com]
