Channel 4’s in-house creative agency 4creative has unveiled an attention-grabbing out-of-home stunt in Birmingham city centre to promote the broadcaster’s newest show: ‘Somewhere Boy’.
Installed last week between the Bullring and New Street Station, the motion billboard initially appeared to be entirely boarded up, displaying only the name of the show and its premiere date.
Day by day, a plank has been removed from the display screen to slowly reveal the show’s main character, Danny.
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To deliver the project, 4creative worked with a range of partners including out-of-home specialists Talon, Grand Visual and Ocean, with media planning and buying handled by OMD.
“Whilst it may seem rather illogical to board up your own poster, it really did make perfect sense,” 4creative executive creative director, Lynsey Atkin said.
“Wooden planks were gradually removed over the course of the week to reveal our protagonist Danny and mirror his tentative steps into the real world. It turns out it’s not easy to construct a solid wooden façade over a huge digital billboard, so big thanks to all involved.”
