The Kraken Black Spiced Rum has partnered with Kinetic, the UK’s leading out-of-home (OOH) agency, to bring the brand’s iconic mythical beast to life on the streets of East London as part of a major new creative 3D OOH campaign.

Activity will run across digital channels throughout the four-week duration of the campaign and influencers will encourage followers to visit the mural for promotional giveaways.

Those tagging themselves with the beast will also be in with a chance of winning a range of amazing prizes, from diving courses to mural masterclasses, as well as free cocktails to redeem at participating bars.

The out-of-the-ordinary execution, named The Kraken Mural, will see photorealistic artwork of the mystical sea beast wrapping its tentacles around the side of The Great Eastern Wall Gallery on Great Eastern Street in Shoreditch. The artwork is set to turn heads of an estimated 2.1 million people who pass by the site each month and encourage sharing on social channels.

The dramatic design will incorporate a unique 3D element, with the Kraken’s terrifying tentacles emerging from the mural to occupy the space above the roof of the building.

The creation of The Kraken Mural began on 16th July, with photography and time-lapse video previewing the artwork across The Kraken Rum’s social media channels as it builds towards completion on 19th July – remaining on display until 12th August.

On 26th July, the brand is bringing back its legendary Kraken Crawl to celebrate the launch of the mural, which will visit five of the area’s most popular bars for its loyal rum fans to sample cocktails paired perfectly with the location to get a true taste of London’s East End.

Suren Sathiaraj, Creative Account Manager for Kinetic Active, says: “We know that the legendary sea beast the Kraken can’t be contained within a mural – which is why we needed to do something unique for this campaign. The 3D element really adds a splash of surprise and drama, bringing the legend of the Kraken to life and putting a creative out-of-home element right at the heart of this multi-channel campaign.”

Kinetic is the world’s largest planner and digital innovator of Out-of-Home advertising, using mobile and social, location-based experiences and in-transit to deliver new ways to make OOH interactive and amplifiable.

Kinetic is a global agency within WPP’s tenthavenue, serving hundreds of agencies and brands.

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Tesco is combining store data with DOOH.com’s RUSH delivery platform to deliver festive product offers and individual store opening hours to digital Out of Home screens in close proximity to stores across the UK in a campaign using the slogan “However you do your Christmas, everyone’s welcome.”

Ads will display a variety of offers and will change throughout the day, before switching to a localised store message in the evening. The retailer says the aim is to respond to the needs of its customers with “true convenience messaging”.

Nick Ashley, Tesco’s Head of Media and Campaign Planning, says: “The ongoing digitisation of the OOH landscape is a welcome development for us. It enables us to serve our shoppers in a way that is even more relevant and helpful to them – especially in the final few days before Christmas.”

Elodie Rodriguez, senior account manager at Kinetic, which booked the media, adds: “This campaign is a fantastic demonstration of intelligent data usage in OOH to create hyper-relevant and contextual creative to assist shoppers in the run up to Christmas. By delivering real-time content to consumers via RUSH technology, we’re delighted to be reinforcing Tesco’s long-standing motto of helping shoppers”.

Jeremy Taylor, head of strategy at DOOH.com, comments: “The festive period can be a frantic time for consumers, making it increasingly important for ad content to be relevant as well as engaging. By being smarter with digital OOH, Tesco can deliver hyper-localised information direct to customers on a national scale.”

Media was planned and booked by MediaCom and Kinetic respectively across the UK, with BBH designing thousands of creative variations to run in the lead up to Christmas day. The delivery was managed using DOOH.com’s RUSH platform, working in conjunction with Tesco’s API to deliver bespoke content for each local store.

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BIC, the world-renowned stationery manufacturer, has partnered with social networking platform Mumsnet to launch its latest Out-of-Home campaign for BIC KIDS, which has been designed by 10 budding artists aged between five and 11 years old.

The concept and strategy behind the campaign was devised for BIC by creative agency The Lucre Group, while the outdoor execution is being handled by outdoor media specialists Kinetic UK and M/SIX.

The campaign encouraged primary school children to be creative over the summer holidays by designing the next BIC KIDS advertisement. Ten winners chosen by a panel of experts have had their artistic creations taken beyond the fridge door and displayed on 48-sheet and 6-sheet posters in close proximity to their homes and around the UK and Republic of Ireland.

From September 14^th 2017, the winning creative executions will be displayed across the UK over the course of a two-week campaign on roadside boards owned by five media owners, including JCDecaux, Primesight and Exterion Media. Kinetic UK and media agency M/SIX have worked closely with the media owners in order to place the designs within the correct proximity to the homes of the children who created them.

Rebecca Huda, Assistant Product Manager for Stationery at BIC, says: “Seeing the billboards finally unveiled is the highlight of our summer! We had some absolutely stunning artwork sent in from hundreds of children across the country and whittling them down to 10 was no mean feat.

James Powley, Account Executive at Kinetic, observes: “We’re proud to have been involved in this fantastic, feel-good campaign from BIC and Mumsnet, showcasing the creativity of the UK’s primary school children across the country. Coordinating the right design with the right location required close collaboration across a whole host of teams within Kinetic, and close working with m/SIX, so it’s exciting and rewarding to see it all come to life. We really hope the children enjoy seeing their work up in lights when they are out and about near their homes.”

BIC is a world leader in stationery, lighters, shavers and promotional products, which are sold in more than 160 countries around the world.

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GLACÉAU smartwater is running a geo-targeted ‘hyper-local’ Digital Out-Of-Home (DOOH) campaign which shares tips from celebrities, fashion experts and other influencers with Londoners who are within 500 metres of a beacon-equipped poster site.

Launched at the start of September 2016 and running for the entire month in affluent Chelsea and trendy Hoxton, the outdoor ad units will alert nearby users with information like the tastiest brunch in Chelsea or the trendiest pedicure in Hoxton. The Coca-Cola-owned enhanced water brand says it “aims to distil the very best bits of London into ‘on-the-go’ recommendations for busy urbanites.”

The ads will alert consumers within 500 metres to check out top tips from London based influencers, including blogger Reem Kanj and stylist Roxie Nafousi. Smartphone users with a range of partner apps installed will receive a push notification encouraging them to click and discover top recommendations in the area.

The creative follows the GLACÉAU smartwater summer outdoor marketing campaign, which aimed to bring a sense of simplicity to the complex through placing smart and witty outdoor adverts across London.

Bryony Lester, Senior Brand Manager at GLACÉAU smartwater, commented: “We’re using advanced technology to distil insiders’ knowledge about their favourite areas of London. Through working with new innovations, we have created a simple way for busy city dwellers to receive interesting content that they can enjoy in their local area.”

The beacon technology has been implemented by Kinetic Worldwide, global leaders in contextually activating audiences on the move, in partnership with Tamoco, Proxama and JCDecaux.

Kinetic’s Director of Innovation, Rosh Singh, added: “The use of beacons in the London: Distilled campaign is not only groundbreaking, but also exactly what brands should be aspiring to do – hyperlocal media, serving useful content in innovative ways. The perfect use of ‘push’ messaging and beacons.”

GLACÉAU Smartwater is the first bottled water brand in the UK to use a unique method of vapour distillation, using British spring water in its evaporation, condensation, and precipitation process. A combination of electrolytes is then added resulting in a distinctive taste.

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Britvic has collaborated with M/Six and Kinetic, global leader in planning and buying out-of-home (OOH) media, for a Robinson’s campaign to transform the area around Waterloo station into a tennis-themed display to mark the upcoming Wimbledon tournament.

The campaign, reminiscent of Robinson’s 1988 ‘Anything else just isn’t tennis’ advertisement, is running until July 18. The ads will be displayed across Primesight’s Waterloo domination sites and will include a special-build installation devised by Kinetic Active, featuring a replica tennis net and a line machine previously used at Wimbledon. The mini replica was designed by integrated agency iris.

It is understood that there will also be sampling and experiential activity in and around the station.

Wimbledon first partnered with Robinson’s 80 years ago, launching its iconic Lemon Barley Water at the 1935 championships. Since then, Robinson’s has become synonymous with what is one of the most iconic British sporting events, with 2016 marking the launch of new squash’d flavours.

Sarah Norcup, Creative Development Executive at Kinetic, said: “Working with Robinson’s provided us with the opportunity to create a memorable campaign, celebrating one of our nation’s most loved sports. It’s always exciting when we work with a heritage brand like Robinson’s, as the scope to fuse heritage with cutting edge creative advances creates the groundwork for a truly unique OOH experience.”

Nadine Campbell, Business Director at M/Six said: “This year we wanted to really amplify Britvic’s sponsorship for Wimbledon, with a significant, dramatic OOH presence. So we worked closely with Kinetic to create the Waterloo Domination campaign, delivering real impact and awareness, in one of London’s busiest commuter routes. The highlight of this is definitely our largest billboard, outside the station entrance, which is a mini replica of a Wimbledon pitch, designed by iris.”

Toby Fairlamb, Account Director, Primesight, commented: “We see Waterloo as the gateway for supporters to get to and from the famous tennis tournament and the Domination is the perfect platform to engage fans. According to Route, the Domination delivers over 9 million impacts across a two week period and we are sure that the first ever special build on this unavoidable site will generate even greater levels of impact and interest from consumers.”

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