Ridley Scott’s upcoming blockbuster film Napoleon has taken over the BFI IMAX’s iconic out-of-home banner in London’s Waterloo in a telling nod to the emperor’s dramatic defeat 208 years ago.
Operated by out-of-home specialist Ocean Outdoor, the BFI IMAX installation will showcase the upcoming Sony Pictures film ahead of its highly-anticipated 22nd November release.
With planning and buying handled by MG OMD and Talon, the creative was devised by Empire Design and will be supported by an activation on the neighbouring Waterloo Bridge to commemorate the decisive 1815 battle.
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“Waterloo and Napoleon are synonymous with each other. We wanted to mark the release of Napoleon in cinemas with a piece of activity in a location that’s not just iconic in terms of Napoleon’s history, but also one of the most high-profile locations you can access,” Sony Pictures deputy managing director and marketing director, Stuart Williams said.
A series of further activations will be launched nationwide in support of the hero assets, with large format digital screens running across eight other UK cities as well as roadside, shopping and rail environments. This all comes in addition to a separate TV, radio and digital campaign.
MG OMD client business director, Stephen Cooke added: “What better location than the BFI IMAX at Waterloo, a huge stature site that also ties in perfectly with the Emperor’s rich legacy.”
