JD Sports has unveiled a 3D billboard in Piccadilly Circus titled ‘The Christmas Claw’.
The hyper-realistic digital-out-of-home (DOOH) display sees an enormous 3D mechanical arm grab and drop the freshest trainers from a nostalgic claw arcade game.
Acting as an optical illusion, the brand’s 3D Claw swings out at Londoners and is lit up by a turquoise neon light display stacked high with huge fuzzy toys.
The news comes weeks after JD Sports launched its ‘King of the Game’ 2022 Christmas campaign which celebrated the best of British youth talent.
“With this year’s campaign celebrating the spirit of competition and the magic of Christmas, we also wanted to push boundaries with dynamic experiences enabling fans to experience the energy and euphoria of the JD arcade,” JD Sports global group marketing director, Nadia Kokni, said.
“JD believes that competition creates kings. Whether you’re performing on the professional stage, creating beats in your bedroom, or competing with your friends to have the freshest winter sportswear look, as the number one destination for sports fashion, JD is undisputed at Christmas and has you covered. The big question is are you ready?”
Blunt Action cofounder Ethan Jakab believes that 3D billboards are the “new wave” of OOH advertising, “especially with the ability to make them go viral on social media.”
The JD billboard will able to view until 20 November.
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